Moving from Design to Strategy: The Four Roles of Design-Led Strategy Consulting
Victor P. Seidel
Babson College; Harvard School of Engineering and Applied Sciences; University of Oxford
Design Management Journal, Vol. 11, No. 2, pp. 35-40
Design professionals have increasingly sought to provide clients not only with design solutions to fit existing plans but also with strategic advice for future opportunities. What specific strategic roles can designers play? This study was based on field research with London-based designers and identified four roles of design-led strategy consulting: strategy visualizer, core competence prospector, market exploiter, and process provider. Each role is described, and the implications for successful collaboration on strategic efforts are discussed.
Number of Pages in PDF File: 17
Keywords: Design, strategic management, strategy consulting
JEL Classification: J44, O32, M10
Date posted: January 6, 2011 ; Last revised: December 9, 2012
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