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While qualitative work has a long tradition in the strategy field and has recently regained popularity, we have not paused to take stock of how such work offers contributions. We address this oversight with a review of qualitative studies of strategy published in five top-tier journals over an extended period of 15 years (2003–2017). In an attempt to organize the field, we develop an empirically grounded organizing framework. We identify 12 designs that are evident in the literature, or “designs-in-use” as we call them. Acknowledging important similarities and differences between the various approaches to qualitative strategy research (QSR), we group these designs into three “families” based on their philosophical orientation. We use these designs and families to identify trends in QSR. We then engage those trends to orient the future development of qualitative methods in the strategy field.

Engaging with customers and addressing unmet value have become increasingly challenging within multi-stakeholder environments of service innovation. Therefore, this paper aims to address this challenge by studying how strategic design abilities address unmet value in service engagement strategies.

The authors conducted a qualitative inductive study at a multinational corporation and interviewed marketing and design professionals on their innovation practices in service engagement strategies.

From the inductive analysis, this study identified three strategic design abilities that effectively contribute to addressing unmet value throughout the co-evolving process of service engagement: envisioning value, modelling value and engaging value. Based on this, this study proposes the emerging co-evolving loop framework of service engagement strategies.

The limitation of this emerging theory is a lack of broad generalizability with mutual exclusivity or collective exhaustiveness across industries. A theoretical implication of the framework is the integration of strategic design and services marketing towards co-created engagement strategies.

The service engagement loop framework can be of great value to service innovation processes, for which an integrated, cross-functional approach is often missing.

The findings further suggest that next to a methodological skillset, strategic design abilities consist of a distinct mindset.

This paper introduces strategic design abilities to address unmet value and proposes a novel co-evolving loop framework of service engagement strategies.

The purpose of this study is to propose a model of a value cocreation strategy (VCS) for analyzing how enterprises adopt innovative, marketing, and design strategies to achieve their performance goals through cocreation.

In the present study, a case study was conducted to establish a preliminary model. Subsequently, 1,000 NPD project managers in information and communications technology industries were approached to complete a two-stage questionnaire survey. The first survey investigated the VCSs they adopted for their marketing, innovation and design activities (valid questionnaires recovered=283). The valid respondents completed a second survey measuring their NPD performance 18 months after launching a new product (valid questionnaires recovered=247).

A conceptual was constructed to explain the effects of innovation marketing and design cocreation strategies on NPD performance. A partial least squares method was used to test the model showing a good fit between the model and the survey data, indicating the applicability of the proposed model. The innovation marketing and design cocreation strategies of the enterprises affected their NPD performance. Enterprises adopting diverse cocreation strategies improved their NPD performance. The cocreation strategies in the model were independent and mediating variables to NPD performance. A qualitative comparative analysis was performed to examine which strategy configurations affected NPD performance and to explore any regular patterns in them. Finally, a cluster analysis was conducted to investigate four cocreation strategies: market development, technology improvement, cost direction and customer service.

Whether different industry categories involve different characteristics and whether different corporate cultures cause inconsistent result in value cocreation warrants further in-depth investigation. In addition, the two surveys conducted in this study were separated by 18 months, and thus, only the short-term NPD performance could be presented. Future studies are recommended to conduct an extensive exploration of different industries, administer long-term surveys, investigate the different levels of influence of various types of enterprise on the proposed research model or examine the degree of difference in the mechanisms and methods adopted for elevating innovation performance.

Enterprises can reference the proposed approach to optimize their product development and services according to their organizational resources and market advantages to increase their market coverage.

This study was the first empirical study to examine critical factors, such as product innovation, marketing, design and value cocreation strategies, and NPD performance by administering two-stage surveys. Enterprises can reference the proposed method according to their organizational resources and market advantages to develop products and services efficiently and face the ever-changing market.

Taiwanese computer and electronic products possess advantages in design, innovation, rapid response, and global market flexibility. This study aims to examine Taiwanese computer and electronics firms to explore the product marketing strategies they adopted to deal with global competition. Furthermore, it is intended to analyze firms in different marketing strategic groups in terms of their product design strategies and how they incorporated design and marketing strategies into design innovation. This analysis is applied as an integrated innovation model for allocating design and marketing strategies.

Based on a questionnaire survey and case studies, the marketing strategies adopted by the Taiwanese computer and electronics industry can be classified into the categories of “market leader”, “market focus”, “market challenge” and “market niche”.

Firms employing different marketing strategies employed different design innovation strategies in product design. The design strategies adopted by enterprises in the market leader group incorporated aggressive innovation; those in the market focus group were characterized by focus innovation in product design; those in the market challenge group exhibited strong innovation integration in product design; and those in the market niche group exhibited flexible innovation in product design.

The innovation models adopted by the Taiwanese computer and electronics industry were related to enterprise scale, business type, and product development category. Results of this study provide a valuable reference for enterprises with regard to R&D and marketing in relation to product innovation.

In the stream of works showing the semantic dimension as a core concept of the product innovation (e.g. design driven innovation), the paper aims to present a new business modeling approach driven by design and meanings. Similarly to the concept that the product is not represented only by form and function but also by meaning, the entire business model of a company does not transmit economic and technological value only, but tells a lot of the company from a semantic point of view. The work seeks to point out that companies can focus on the management of meanings to “make sense” of their entire business model moulded in building blocks, and realize what the authors called meaning strategy.

After a detailed overview of the theoretical background grounded in the strategy literature and design one, to support the authors' perspective, an in‐depth study of meaning strategy performed by illycaffè is presented.

The value of the work lies in underlining that the design driven (product) innovation's application can be extended further than only describing successful (product) strategies of design‐intensive manufactures and in the suggestions on how to implement a meaning strategy, creating new meanings not only in the products, but also in the building blocks of a company's business model.

The meaning strategy content and action‐oriented framework proposed and the matrix business model meanings versus building blocks can become tools to communicate the company strategy's pivotal elements and its evolution and they can drive strategists in developing and managing new/existing meanings and building blocks.

This work seeks to present the theoretical study considerations and the characteristics of a general design methodology in optimal time for electronic systems using numerical methods and optimal control theory. Through this, the design problem of a system is formulated in terms of optimal control in minimal time.

This general design methodology includes the traditional design strategy (TDS), and the modified traditional design strategy (MTDS), where the model of the system is part of the optimization procedure but an objective function of the optimization process is constructed such as includes the traditional objective function and some penalty functions that feign the model of the system. Many special control functions are introduced artificially to generalize the methodology and produce several design trajectories for the same optimization process – the first and final trajectories correspond to TDS and MTDS, respectively. The combination of these trajectories produce an infinite number of design strategies, some of these are quasi‐optimal in time and only one is optimal in time.

Qualitative and numeric results of this iterative process are generated in a personal computer in a C++ language elaborated with a visual C++ graphic user interface. An algorithm is constructed to form an optimal in time design strategy switching from a MTDS subset to a TDS subset. Results of measured times are analyzed, showing that there is a control input U, such that the objective function is minimized in a minimum time.

These ideas are proposed using method of gradient optimization and special acceleration effect.

Advanced design strategies supported by iterative engineering performance calculations expand the number of alternatives designers can analyze by orders of magnitude. Yet, in the face of vast, under‐constrained design challenges with wide ranging and sometimes ill‐defined implications related to sustainability, it is not possible to replace building design with automated search. The purpose of this paper is to assist designers in their selection of strategies that have been shown to be effective in promoting sustainability.

This paper applies and extends the design exploration assessment methodology (DEAM) to compare the value of distinct design strategies. The authors use DEAM to demonstrate that designers face non‐trivially distinct challenges, even in the well‐defined arena of design for energy efficiency. They next evaluate and compare the effectiveness of strategies such as point‐analysis, screening, trend analysis, and optimization. They identify associated process costs, and extend DEAM to assess the relative value of information that each strategy provides for a given challenge.

Findings empirically rank six strategies for two challenges and demonstrate the relatively high value of trend analysis for energy‐efficient design.

The implication of the findings is that advanced computer analysis strategies should be pursued to support high performance, energy‐efficient design. Such conclusions motivate future research to assess the value of various strategies in the context of the broad and qualitative fields of sustainable design and development.

This paper aims to investigates several design strategies to solve multi-objective aerodynamic optimization problems using high-fidelity simulations. The purpose is to find strategies which reduce the overall optimization time while still maintaining accuracy at the high-fidelity level.

Design strategies are proposed that use an algorithmic framework composed of search space reduction, fast surrogate models constructed using a combination of physics-based surrogates and kriging and global refinement of the Pareto front with co-kriging. The strategies either search the full or reduced design space with a low-fidelity model or a physics-based surrogate.

Numerical investigations of airfoil shapes in two-dimensional transonic flow are used to characterize and compare the strategies. The results show that searching a reduced design space produces the same Pareto front as when searching the full space. Moreover, as the reduced space is two orders of magnitude smaller (volume-wise), the number of required samples to setup the surrogates can be reduced by an order of magnitude. Consequently, the computational time is reduced from over three days to less than half a day.

The proposed design strategies are novel and holistic. The strategies render multi-objective design of aerodynamic surfaces using high-fidelity simulation data in moderately sized search spaces computationally tractable.

The purpose of this paper is to address issues related to organizational design and strategy fit by examining the “strategic stretch” that occurs when there exists a mismatch between an organization's structure and firm‐level strategy.

The paper contains a discussion of relevant issues and a presentation of research that considers the relationship between organizational design, strategy selection, and the competitive environment within which a firm operates. This research includes an analysis of a survey of top managers and an evaluation of organizational design and firm strategy to determine the existence of strategic misfit.

Misfits in strategy and structure exist because of Russian managerial proclivity to maintain direct control through centralization of all strategic formulations and because of high risk‐taking behaviors of Russian managers. While organizational inertia is a clear driver of organizational structure, cultural inertia also exists and, in the case of Russian organizational design, societal organizational culture drives strategy misfits.

An understanding of strategic misfits is crucial for managers so that they may recognize these disconnects early and make improvements as market or firm conditions changes. The results of the analysis of Russian firms suggest that in designing efficient organizations, greater attention should be placed on the specific impact of societal organizational culture. In addition, practitioners in organizational design consulting positions should make clear, whenever they attempt to eliminate misfits between existing structures and current strategies, the need to develop effective stretch for implementation of intended strategies.

The paper provides a unique application of the connection of strategy and organizational design under conditions of extreme uncertainty. This paper also extends the analysis of organizational design and strategy to firms operating in emerging markets. Rapid changes in dynamic, emerging markets provide fertile testing grounds for management theory and practices; this paper examines a unique set of empirical evidence.

There is a renowned interest in adaptability as an important principle for achieving circularity in the built environment. Circular building adaptability (CBA) could enable long-term building utilisation and flexible use of space with limited material flows. This paper identifies and analyses design strategies facilitating CBA to propose a framework for enhancing the implementation of the concept.

Interviews were conducted with professionals experienced in circular building design to explore the questions “How do currently applied design strategies enable CBA?” and “How can CBA be implemented through a conceptual design framework?”. The interviews encircled multi-residential building examples to identify currently applied circular design strategies. The interviews were analysed through qualitative content analysis using CBA determinants as a coding framework.

The results show that all ten CBA determinants are supported by design strategies applied in current circular building design. However, some determinants are more supported than others, and design strategies are often employed without explicitly considering adaptability. The design strategies that enable adaptability offer long-term solutions requiring large-scale modifications rather than facilitating low-impact adaptation by dwelling occupants. The proposed conceptual design framework could aid architects in resolving these issues and implementing CBA in their circular building design.

This paper’s contribution to CBA is threefold. It demonstrates design strategies facilitating CBA, proposes a conceptual design framework to apply the concept and identifies the need for a more comprehensive application of available adaptability strategies.