Vol. 8, No. 2, Spring 1997

Julie H. Hertenstein, Associate Professor, College of Business Administration, Northeastern University; Marjorie B. Platt, Associate Professor, College of Business Administration, Northeastern University

As corporations seek to leverage design, an essential pathway is to nurture a strategic-design culture. Based on an investigation of actual practices, Julie Hertenstein and Marjorie Platt suggest key elements of such a culture: positioning design effectively; articulating the design process; measuring design performance; and bringing design into the realm of strategic decision making.

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