An Evaluation of the Positional Forces Affecting Design Strategy

Abstract This paper describes and analyses the relationship between design strategy and design management. Design strategy involves the long long‐term planning and direction of brand and product development, whilest design management focuses on the implementation of design strategy through planning, operational delivery, and resource management. The positional forces of design strategy refer to branding, culture, costs, technology, and services, all of which have an important role in strategic design decision‐making.