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Journal cover: Journal of Business Strategy

Journal of Business Strategy

ISSN: 0275-6668

Online from: 1980

Subject Area: Strategy

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Competitive Advantage Through Design

Document Information:
Title:Competitive Advantage Through Design
Author(s):Rajendra S. Sisodia, (Assistant professor of marketing at George Mason University, Fairfax VA)
Citation:Rajendra S. Sisodia, (1992) "Competitive Advantage Through Design", Journal of Business Strategy, Vol. 13 Iss: 6, pp.33 - 40
Article type:General review
DOI:10.1108/eb039525 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:At a time when almost every business practice is undergoing a thorough reengineering process, many companies are discovering the value of going back to basics in one crucial area: design. Management, preoccupied during much of the 1980s with a set of concerns that were far removed from creating value for customers, is rediscovering the power of that fundamental building block of all commercial success: the interaction between a customer and a product, tangible or intangible. The quality of that interaction is overwhelmingly driven by two things: product and process design.

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