Overview
This chapter discusses design-to-market strategy and explains the attributes and ecosystem of marketing and design-thinking process needed to gain competitive leverage and enhance business performance. The hybrid marketing mix comprises innovation and technology, and various contemporary management perspectives to optimize the effects of strategy design in marketing. The design-to-market perspectives have been discussed in the context of developing a strategy map with the elements of marketing mix. In continuation to the discussion on design-to-market concepts, the chapter discusses the convergence of consumer behavior and design strategy by illustrating the strategy wheel phenomenon with a gyroscope metaphor. ...
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