The European challenge
and the new norms of quality for the products force many companies
to adopt more creative behaviors, which at the same time must answer
to criterias of rationality and sostenibility that can not be left
to improvisation or intuition.
A deep knowledge of the user of their products or services, a maximum
use of the productive resources and technological advances, the
respect with the environment, and the attainment of differential
advantages that are really recognized, are the bases of the competitive
strategy. These advantages must be found in the product, in the
service, in marketing and in the company's own global image.
In this context, design is an essential strategic instrument for
the management of a modern enterprise or organization.
In an era when products compete with same price-levels and attributes,
design can even become the onliest variable that distinguishes them,
and innovation the decisive factor for the success in the markets.
WHEN INDUSTRIES ARE COMPETING AT EQUAL PRICE AND FUNKTIONALITY, DESIGN IS THE ONLY DIFFERENTIAL THAT MATTERS