Competitive Advantage Through Design

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.

Citation

Sisodia, R.S. (1992), "Competitive Advantage Through Design", Journal of Business Strategy, Vol. 13 No. 6, pp. 33-40. https://doi.org/10.1108/eb039525