Purpose: The purpose of this paper is to determine whether and how managing three aspects of design – the strategic role of design, outsourcing of design and organizational resistance to design – contribute to new product and service sales success. Design/methodology/approach: The study was...

Purpose: The purpose of this study is to determine how design should be managed to develop truly innovative products and services. Three management levers were examined: design leadership, design inclusion and design thinking. Design/methodology/approach: The study was carried out as a survey...