The consequences of design: the impact of differentiation and relevance on the performance of local and global companies
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2024-03-27
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Moura, André Aroldo Freitas de
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This study investigates the impact of Design on companies' financial performance, arguing that innovative Design relevant to consumer needs can be a significant competitive differentiator. Using Tobin's Q index as the primary measure of financial performance, the study analyzes data from various companies to examine how Design affects perceived value and growth opportunities. The data obtained from sources such as BAV® and Factset® were analyzed using econometric models, showing a positive relationship between Design and financial performance. The study contributes to a deeper understanding of how Design can be used to generate value for both consumers and companies. It also proposes an innovative method of evaluating Design focused on differentiation and Relevance considering consumer perception. It highlights the importance of this approach in understanding the effects of Design in distinguishing between local and global brands. In practice, it suggests that such a method can guide managers in the allocation of investments and in the improvement of strategies to add value, increase market penetration, improve financial performance, and influence the strategy of entry into new markets and acquisitions of companies or brands.