Journal of Business Strategy · 1984 · 441 citations · 1 references
BusinessStrategic ManagementStrategyBusiness StrategyCorporate StrategyStrategic PlanningDesign ProcessDesign ResearchDesign StrategyOrganizational Strategy
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.
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Atmospherics as a Marketing Tool
Philip Kotler · Journal of Retailing · 1974 · 2.4K citations