Design and competitive advantage in technology-driven sectors: The role of usability and aesthetics in Dutch IT companies

Abstract

This exploratory study examines the relationship between design and competitive advantage in a technology-driven sector. The sector chosen as a research setting is the Dutch information technology (IT) sector. The research on managerial perceptions of the benefits and costs of design focused on the design dimensions of usability and aesthetics. Semi-structured interviews with managers from eight IT companies were conducted to collect empirical data and two feedback sessions were organized to verify the conclusions drawn. As expected, it was found that design is a relatively under-utilized strategic tool in the Dutch IT sector. Sensitivity to usability and aesthetics throughout the NPD proces..