Can I read Reflections on Style and Strategy: An interview with Gianni Lorenzoni on EtoBox?

Reflections on Style and Strategy: An interview with Gianni Lorenzoni by Cattani, Gino; Ferriani, Simone; Godart, Frédéric; Sgourev, Stoyan V. is a Business, Management and Accounting article available to read on EtoBox.

What is Reflections on Style and Strategy: An interview with Gianni Lorenzoni about?

How can we conceive the interface between the aesthetic and the strategic domain? Can beauty be a source of competitive advantage? A company breathing and absorbing the cultures and canons of design and aesthetics can position it as a source of competitive advantage, but the connection between aesthetics and strategy goes beyond creating a design centre or enrolling a group of architects and designers. Design and beauty represent not a panacea, but rather convey poetry and delight and engage a silent conversation with the final users. However, to arrive at this outcome, several additional factors are necessary: manufacturing, engineering, marketing practices and a mix of people sharing the project are crucial. In a nutshell, developing a product inspired by beauty can only form part of the strategic agenda. Beauty cannot only be embedded in the object itself; it must inspire the entire organization, suffusing over time every daily routine and evolving through its product portfolio. 'Good design must possess the qualities of durability, unity, integrity, and a sense of inevitability... and these are the results of a corporate-wide work ethic and respect for individuals' (Herman Mill

Who reads Reflections on Style and Strategy: An interview with Gianni Lorenzoni?

Author

Cattani, Gino; Ferriani, Simone; Godart, Frédéric; Sgourev, Stoyan V.

Publisher

Emerald Publishing Limited

Published

2020

Language

EN

Field

Business, Management and Accounting (Social Sciences)