Is Design Really Taking Hold as the New Corporate Marketing Strategy?

Corporations have relied on innovation to gain market share with new products and services for decades. Now, with intensifying global competition, business executives are learning that innovative products do not enable them to uniquely position and differentiate their companies from their competitors. Predicating a company's "unique selling proposition" on innovation is no longer an effective strategy. It's just too easy for competitors to knock off any new product or service in a few short weeks or months.