The Contribution of Design Discipline in Business Decisions through Design-Oriented Production Diversification: A Case Study in Italian Furniture Sector

Firm diversification is a growth strategy that allows firms to launch new products in untapped markets to increase revenue. It is the identified approach where industrial designers can contribute to exploring new tactical assets. The paper analyses the design-oriented diversification of a furniture company in Italy, where Design played a crucial role in positioning new demands. The tool applied to display the current and the feasible product portfolio is the Product Space. The company has leveraged its know-how on bent glass to produce iconic objects, winning prestigious design awards.