Design strategy: Towards a post-rational, practice-based perspective

Title: Design strategy: Towards a post-rational, practice-based perspective
Author: Ulises Navarro Aguiar
Affiliation: Business & Design Lab, School of Business, Economics and Law; University of Gothenburg, Sweden
DOI: 10.3384/svid.2000-964X.14243
First published: 2014-12
Year: 2014
Pages: 43-52
Number of pages: 10
Language: English

SVID, Swedish Industrial Design Foundation/Linköping University Electronic Press, Linköping University, Sweden

Publication type: Journal article
Journal: Swedish Design Research Journal
ISSN: 2000-964X

Keywords: Design strategy, Postrational, Design management, Practice

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This paper critically reflects on the concept of design strategy as deployed in design management literature.

It starts by describing current discourses in the wider field of strategy research and then discusses how, by conforming to orthodox theories in strategic management, design management literature has tended to overlook alternative streams of strategy research.

In many instances, studies in design strategy adopt taken-for-granted assumptions from rational planning approaches, and analyses of firm performance tend to take precedence over actors and their actions. Thus, it highlights the need for new lines of inquiry grounded in practice, letting go of the economic rationality and theoretical abstractions that have permeated mainstream strategy research. Hence, for future studies, it suggests a post-rational, practice-based perspective to advance our understanding of strategy as it relates to design management.


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