A Design-Based Model of Strategic Change

18 Pages Posted: 30 Jul 2001

See all articles by Davide Ravasi

Davide Ravasi

Bocconi University - Department of Management and Technology; SDA Bocconi

Date Written: June 2001


Past studies have emphasized the role played by product design and corporate identity for defining and reinforcing a company's strategy. In recent years, however, the dominance of strategic models focused on positioning within the industry structure or on the endowment of resources has moved attention away from the design process and its link with strategic renewal. In this paper, we analyze the relations between design activities and strategic planning, building on the experience of companies like bang & olufsen, alessi, zanussi and oticon, whose attention towards product design is witnessed both by their success on the market as well as numerous awards conferred. After having briefly set out the theme in the context of the changes in the dominant schools of thought in the strategy field, we shall propose a general conceptual framework, supported by references from the cases studied.

Keywords: design, corporate identity, innovation, strategic renewal, new product development

JEL Classification: M30, M19

Suggested Citation

Ravasi, Davide and Ravasi, Davide, A Design-Based Model of Strategic Change (June 2001). SDA Bocconi, Research Division Working Paper No. 01/54, Available at SSRN: https://ssrn.com/abstract=278263 or http://dx.doi.org/10.2139/ssrn.278263

Davide Ravasi (Contact Author)

SDA Bocconi ( email )

Via Bocconi 8
Milan, Milan 20136

Bocconi University - Department of Management and Technology ( email )

Via Roentgen 1
Milan, MI 20136

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