The crucial role of product design in international competition is only now becoming fully appreciated. Based on a wide range of research in over 100 leading companies worldwide, this book describes and analyzes from a new perspective how good product design contributes to competitiveness and profitability. Giving practical guidance and insight into the process of managing design and product development at the strategic, organizational and project levels, this book aims to be a comprehensive text for students of management, design and marketing. The book's practical approach, using numerous illustrated examples highlights the critical factors for the effective use of good design in business. Winning by Design considers: the role of design in product development and technological innovation; how design determines the competitiveness of products; why design-conscious companies that integrate good design with effective planning, marketing and manufacturing outperform others. Winning by Design aims to be a comprehensive text and an essential guide for anyone involved in product development, marketing and business strategy.