Aesthetics and Style in Strategy
— November 9, 2020
By Gino Cattani, Simone Ferriani, Frédéric Godar, Stoyan Sgourev
Aesthetics and Style in Strategy, by Professor Gino Cattani and co-authors, Simone Ferriani, Frédéric Godar and Stoyan Sgourev, 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.
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