Today, there is a growing belief that "good design is good business" (Tom Watson, Jr., former head of IBM), High-quality design is a powerful strategic tool that firms can use to gain a sustainable competitive advantage, to create corporate distinctiveness in an other-wise product- and image-surfeited marketplace, to give personality to a new product so that it can stand out from the crowd, and to reinvigorate interest in existing products (Kotler and Rath, 1984).
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