Competitive Advantage through Strategic Design (CASD) is about achieving effective strategic design thinking that enhances the competitive position of Product Service Systems and industrial design providers.Product Service Systems (PSS) can help companies achieve competitive advantage. To realise effective PSS, companies should integrate design thinking in their innovation process.

Design thinking is characterised as a creative, user-centered and vision based approach – rather than being technology or marketing driven. Design thinking becomes strategic if it is adopted in the fuzzy front end of innovation where opportunities are identified and ideas are generated, or when it informs strategic decision making at later stages. Strategic design thinking can help firms to realise (a portfolio of) PSS combinations that are recognisable, legitimate and coherent for customers.

The Research Associate who started this project is Jonny Wray.
Later, Cynthia Hathaway and Karianne Rygh worked on this project.