Strategic design

In the research program Strategic Design, we examine strategies for the development of new products, services and product service systems that result in sustainable competitive advantage. To do so, we examine the strategic and commercial context of industrial design to optimize new product development (NPD) processes and outcomes. This optimization implies the design and development of products, services, and product service systems that are competitive, sustainable and durable for people and society.  

• Theme 1: Effective Design and Brand Management 
  Insight in relation between design, branding and performance.
• Theme 2: Strategic decision making at the Fuzzy Front End 
  Insights to aid strategic decision making at the fuzzy front end
• Theme 3: Global New Product Commercialisation
  Understanding the antecedents and outcomes of commercialization decisions
• Theme 4: Customer evaluations of complex products and services
  Understanding customer evaluations of new and complex products and services