DESIGN: A POWERFUL BUT NEGLECTED STRATEGIC TOOL
Journal of Business StrategyPublished 1 March 1984
Philip Kotler, G. Alexander Rath
Citations441
SJR quartileQ1
SJR score0.91
SNIP1.07
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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.
Keywords
Business, Management and Accounting