In this paper, we present a strategy typology for decisions on brand styles. Specifically, we map clusters of styling decisions, and discuss how they are embedded in organizational decision making on styling in the automotive industry. The typology originates in a study on styling in the German car market in which we empirically analyzed the style decisions for more than 170 car models.
|Title of host publication||Diversity and unity : proceedings of the 4th World Conference on Design Research, October 31 - November 4, 2011, Delft, The Netherlands|
|Editors||N. Roozenburg, L.L. Chen, P.J. Stappers|
|Place of Publication||Delft, The Netherlands|
|Publisher||Technische Universiteit Delft|
|Publication status||Published - 2011|