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Design strategy is a discipline which helps firms determine what to make and do, why do it and how to innovate contextually, both immediately and over the long-term. This process involves "strategic design, the interplay between "design and "business strategy.

While not always required, design strategy often uses qualitative and "ethnographic methods to help ground the results and mitigate the risk of any course of action. The approach has proved useful for companies in a variety of strategic scenarios.



Design strategy can play a role in helping to resolve the following common problems:


Many schools have pioneered the thinking that has contributed to the theory and "practice of design strategy, most notably Maryland Institute College of Art and Johns Hopkins University which in collaboration they offer a dual Master in Design Leadership/MBA, "Pratt Institute MPS in Design Management, "IIT Institute of Design which offers a Dual Degree program in which students receive both a Masters of Design and an MBA, The California College of the Arts' MBA in Design Strategy, "Parsons School of Design MS in Strategic Design and Management, The Hochschule für Gestaltung Ulm (The "Ulm School of Design: 1953-1968),[7][8] Centre for Design Management - The London Business School,[9][10] "Stanford Joint Program in Design["verification needed],[11] Strategic Product Design at "Delft University of Technology.[12] Those in academia having a significant influence on the field include: "Tomás Maldonado (1921- ) at Ulm,[7][8] Peter Gorb at The London Business School,[9][10] "Jay Doblin and Patrick Whitney (1937–present) at "IIT Institute of Design [13] and Rolf Fäste (1943-2003) at Stanford["verification needed]. 1994 onwards Naomi Gornick and David Walker MA Design Strategy & Innovation at Brunel University, UK.

It is important to note that traditional art and design schools typically will not offer programs based on strategy.


Several notable design-related consulting firms have made design strategy part of their overall 8


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  4. ^ a b Krishnan, R.; Kumar, K., ″Capturing Value in Global Markets: The Case of Samsung Electronics″, SCMS Journal of Indian Management - Indian Institute of Management, October - December 2005.
  5. ^ a b Buchanan, L., "From Cheap to WOW", Case Study, Thunderbird School of Global Management, 2005.
  6. ^ a b Chung, K.; Hardy, T.; So, S., ″Strategic Realization″ [1], Design Management Journal, Winter 2000.
  7. ^ a b Ulm, Ulmer Museum/HfG-Archiv. "HfG-Archiv Ulm - The HfG Ulm". www.hfg-archiv.ulm.de. Retrieved 13 April 2018. 
  8. ^ a b Lindinger, H., (1991), Ulm Design: The Morality of Objects, Cambridge: The MIT Press.
  9. ^ a b Gorb, P., (1990) Design Management, London: Phaidon Press
  10. ^ a b ”Design Management”, Papers from the London Business School, London: Architecture & Technology Press, 1990.
  11. ^ "Welcome to IIT Institute of Design - IIT Institute of Design". www.id.iit.edu. Retrieved 13 April 2018. 
  12. ^ Bloomberg Businessweek, “World’s best design schools”, Bloomberg Businessweek.
  13. ^ "2004 AIGA Medalist: Jay Doblin". aiga.org. Retrieved 13 April 2018. 
  14. ^ Bortolot, Lana. "Designing a Better Office Space". www.Entrepreneur.com. Retrieved 26 July 2014. 
  15. ^ Pepitone, Sara. "Workplace Strategy In Design". www.Interiordesign.net. Retrieved 24 May 2013. 
  16. ^ Ikenson, Ben. "Gensler's Secret Sauce". www.Metropolismag.com. Retrieved June 2013.  Check date values in: |access-date= ("help)
  17. ^ "Home - Business Models Inc". Business Models Inc. Retrieved 2017-06-13. 
  18. ^ Kay,, Solomon, Lisa; Justin,, Lokitz,. How to design a better business : new tools, skills, and mindset for strategy and innovation. "ISBN "9781119272113. "OCLC 962369908. 

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