ABSTRACT
This chapter defines the concepts of design strategy and strategic design. It discusses the different stages of the design strategy development process. Many design strategy frameworks draw from well-established concepts in strategic management and marketing strategy literature. Design strategy aims to strengthen the relationship between the company's design development and the marketing environment, helping to determine the direction of R&D and design policy. In order to understand how to develop a design strategy, it is important to view design and design thinking as an organisational resource, in the same way that management has always regarded money, physical property, and human resources as important resources to organisational success. The corporate culture level which involves analysing the corporate design strategy, design awareness and understanding that exists within the organisation, who the design champions are within the organisation, the integration of design and other functions, and the organisation's current design activities.
