The Palgrave Encyclopedia of Strategic Management

Living Edition
| Editors: Mie Augier, David J. Teece

Dominant Design

Living reference work entry


The notion of dominant designs in a product class has been used by scholars and practitioners of technology management to illustrate a set of product design features that emerge and achieve wide acceptance in a new product market. The emergence of a dominant design occurs during the period in which new combinations of ideas, knowledge and resources are being created and contested by many new entrants in a new product market. During the race to define a dominant design, a firm’s survival is thus dependent upon the successful alignment of the firm’s product strategy with rapidly evolving market requirements.


Product Market Product Innovation Incumbent Firm Product Lifecycle Technological Trajectory 
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Authors and Affiliations

  1. 1.Beedie School of BusinessVancouverCanada