This book discusses the three facets of the design-cube identified as design-to-market; design-to-society; and design-to-value through theoretical foundations, design arguments, managerial analysis, and best practices of companies. The design-to market concept has been critically examined for customer-centric companies with focus on the current trend of coevolution and crowd sourcing approaches that drives the companies to practice critical thinking.Developing ‘out of the box’ business designs in view of understanding market competition, consumer needs, preferences, and values have been discussed in the book. The concepts and models developed in the book are central to innovation, social responsive behavior of companies, and coevolution of business with customer.Thematically, the discussion on these theses are interpreted in terms of current consumer marketing and multi-brand management issues of companies across market destinations. This book is divided into five chapters and accommodated in to three distinctive sections comprising the fundamental thinking, the design cube, and near and far effects. Discussions throughout the book bridges theory and applications of design elements in business by linking market competition, customer value and society in managing multi-brand and multi-market paradigms in the context to achieve long-term business performance among customer-centric firms.
