Strategic Design in Mature Industries

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  • Title: Strategic Design in Mature Industries: Functionality and Competition in the Carpet Industry
  • Author(s): Marcia Bergmann, Claudio Magalhães
  • Publisher: Common Ground Research Networks
  • Collection: Common Ground Research Networks
  • Series: Design Principles & Practices
  • Journal Title: The International Journal of Designed Objects
  • Keywords: Strategic Design, Mature Industry, Textiles
  • Volume: 11
  • Issue: 3
  • Year: 2017
  • ISSN: 2325-1379 (Print)
  • ISSN: 2325-1395 (Online)
  • DOI:
  • Citation: Bergmann, Marcia, and Claudio Magalhães. 2017. "Strategic Design in Mature Industries: Functionality and Competition in the Carpet Industry." The International Journal of Designed Objects 11 (3): 17-37. doi:10.18848/2325-1379/CGP/v11i03/17-37.
  • Extent: 21 pages


From the perspective that design solves problems, including strategically, this article is a result of approaching the relation between design and competitiveness in mature industries. The focus in this case was the textile industry, specializing in home carpets. Supported by a literature review, this exploratory article presents a description of the functional profile of floor coverings as a comprehensive category; the features of carpet functionalities, valuing its textile nature; a comparative analysis between carpets; and other consumption options. Considering design as an activity guided by the possibility of developing multiple strategies—even the extinction of products—the study identified that carpets fulfill applicability needs, but they have a fragile market positioning. Additionally, it contributed by suggesting the taxonomy for functionalities of floor coverings based on categories focused on users and by indicating relationships between nine key cultural principles and domestic products.