Strategic Design as an Effective Tool for Managing Digital Development of a Company

This article is devoted to a new strategic management tool—strategic design. Modern conditions with rapidly changing technologies and consumer preferences, changing supply chains, emerging new markets, products, and new product safety requirements require the enterprise management strategy development to have adequate modern tools as well. The authors prove that such a tool can be a strategic design, which is based on design thinking and in-depth comprehensive analytics. It is analytics, as well as tracking the current and future customer needs, that allows the company to increase its competitiveness in both existing and new markets, including digital ones. This paper discusses strategic design stages preceding the development of a digital development strategy for a company. © 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.