DESIGN: A POWERFUL BUT NEGLECTED STRATEGIC TOOL
Philip Kotler
(Harold T. Martin Professor of Marketing at the J.L. Kellogg Graduate School of Management at Northwestern University)
G. Alexander Rath
(Principal of Tah & Associates in Chicago)
5368
Abstract
Design is a potent strategic tool that companies can use to gain a sustainable competitive advantage. Yet most companies neglect design as a strategy tool. What they don't realize is that good design can enhance products, environment, communications, and corporate identity.
Citation
Kotler, P. and Alexander Rath, G. (1984), "DESIGN: A POWERFUL BUT NEGLECTED STRATEGIC TOOL", Journal of Business Strategy, Vol. 5 No. 2, pp. 16-21. https://doi.org/10.1108/eb039054
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited