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The design of business why thinking is next competitive advantage download. Why Design Thinking is the Next Competitive Advantage. Written for Interactions magazine by Liz Sanders. The design research landscape has been the focus of a tremendous amount of exploration and growth over the past five to 10 years.

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In business, a competitive advantage is the attribute that allows an organization to outperform its competitors. A competitive advantage may include access to natural resources, such as high- grade ores or a low- cost power source, highly skilled labor, geographic location, high entry barriers, and access to new technology.