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The Contribution of Design Discipline in Business Decisions through Design-Oriented Production Diversification: A Case Study in Italian Furniture Sector

Published online by Cambridge University Press:  26 May 2022

E. V. Bruno  and
B. Lerma
E. V. Bruno*
Affiliation:
Politecnico di Torino, Italy
B. Lerma
Affiliation:
Politecnico di Torino, Italy
*
eva.bruno@polito.it

Abstract

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Firm diversification is a growth strategy that allows firms to launch new products in untapped markets to increase revenue. It is the identified approach where industrial designers can contribute to exploring new tactical assets. The paper analyses the design-oriented diversification of a furniture company in Italy, where Design played a crucial role in positioning new demands. The tool applied to display the current and the feasible product portfolio is the Product Space. The company has leveraged its know-how on bent glass to produce iconic objects, winning prestigious design awards.

Keywords

industrial designproduct designproduct diversificationbusiness modelsambidexterity
Type
Article
Information
Proceedings of the Design Society , Volume 2: DESIGN2022 , May 2022 , pp. 2067 - 2076
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2022.

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