Design: A Powerful but Neglected Strategic Tool, Journal of Business Strategy
Design is a potent strategic toot that companies can use to gain a sustainable competitive advantage. Yet most companies neglect design as a strategy tool. What they don't realize is that good design can enhance products, environment, communications, and corporate identity.
Kotler, Philip. 1984. Design: A Powerful but Neglected Strategic Tool. Journal of Business Strategy. 5(2): 16-21.