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Video: Monday, 9 November 2020

Is strategic design limited to creative industries? No. Manufacturers of functional or utilitarian goods have embraced design as a source for competitive advantage as well. Companies such as Starbucks, Apple and GM have all used design to boost their brand and sales by engaging consumers. So how does this work?

Researchers Prof. Tal Simons from Rotterdam School of Management, Erasmus University (RSM) and Dr Micki Eisenman from Jerusalem School of Business Administration studied three distinct strategic paths that explain how design may become an institutionalized aspect of competition in industries that are not typically considered creative. They explain:

  • how firms link their products to the identities of their users
  • how design is linked to stakeholders' emotions and visceral reactions to products
  • how intermediaries are relevant to enhancing attention to design.

Why are aesthetic considerations important for successful performance in competitive markets? Watch this video about aesthetics and style by Advances in Strategic Management, including the research of Prof. Simons and Dr Eisenman.

The paper was published in Advances in Strategic Management as A rising tide lifts all boats: the origins of institutionalized aesthetic innovation.

Using strategic design as a competitive advantage

Prof. Tal Simons

Professor of Organization Theory

Rotterdam School of Management (RSM)

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