Abstract
At the heart of any successful competitive strategy lies a set of distinctive competencies that form the basis of a firm's source of sustainable advantage. One increasingly valued but still frequently overlooked source of such advantage is design. The benefits of design investment at a strategic level to greatly assist competitiveness are well publicized (Cooper and Press, 1995; Walsh et al, 1992; Bruce and Bessant, 2002) discussing how design can significantly add value to the organization's product and service offerings. This paper looks at the impact of two successful TCS (Teaching Company Scheme) programmes that were conducted within Haley Sharpe Associates, a leading UK Interior Design consultancy in 1993, supervised by one of the paper's authors. As a result of TCS, design productivity within the company has doubled and new in-house design services have been established.
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