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Aesthetics and Style in Strategy (Hardcover)
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Aesthetics and Style in Strategy (Hardcover)
Series: Advances in Strategic Management
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This book contains an Open Access chapter Scholarship in management
and strategy is paying increasing attention to the domain of
aesthetics. Companies routinely make aesthetic choices and there is
growing recognition that aesthetic considerations are fundamental
for successful performance in competitive markets. Stylistically
sophisticated products may appeal to demanding customers, yielding
higher profit margins. Style and beauty can also be applied toward
enriching organizational cultures, informing leadership visions or
motivating employees to defy conventions in designing new products.
Aesthetics and Style in Strategy constitutes the first systematic
survey of the interface between the aesthetic and strategic
domains. Motivated by the rise of aestheticism in contemporary
culture, it lays the foundations for an "aesthetic" turn in
strategy, which interrogates the use of aesthetic features as a
source of competitive advantage and provides examples of connecting
design and engineering, style and technology. The "aesthetic turn"
is not simply about creating value, but about sharing value among
employees and infusing organizational activities with a purpose
that transcends principles of efficiency. Volume 42 of Advances in
Strategic Management documents the variety of ways in which the
useful and the beautiful can be brought together, making a valuable
contribution to the sustainability of business in the 21st century.
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