Framework Essay

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Design Strategies in Different Narrative Frames Francesco Zurlo, Cabirio Cautela 1 2 3 4 Stephen L. Vargo and Robert F. Lush, “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing 68 (2004): 1–17; Susan M. Goldstein, Robert Johnston, JoAnn Duffy, and Jay Rao, “The Service Concept: The Missing Link in Service Design Research?” Journal of Operations Management 20, no. 2 (2002): 121–34; Ezio Manzini and Carlo Vezzoli, “A Strategic Design Approach to Develop Sustainable Product Service Systems: Examples Taken from the ‘Environmentally Friendly Innovation’ Italian Prize,” Journal of Cleaner Production 11 (2003): 851–57; Rajkumar Roy and David Baxter, “The Product–Service System,” Journal of Engineering Design 20 (2009): 327–28; Ezio Manzini, Carlo Vezzoli, and Garrette Clark, “Product–Service Systems. Using an Existing Concept as a New Approach to Sustainability,” Journal of Design Research 1 (2001): 12-18. Roy and Baxter, “The Product–Service System,” 327–28; Manzini, Vezzoli, and Clark, “Product-Service Systems;” Francesco Zurlo, Le Strategie del Design. Disegnare il Valore Oltre il Prodotto (Milano: Il Libraccio, 2012). Roger Martin, The Design of Business (Boston: Harvard Business School Press, 2009); Tim Brown, Change by Design. How Design Thinking Transforms Organizations and Inspires Innovation (New York: Harper Collins, 2009). Donald Norman, “Human-Centered Design Considered Harmful,” Interaction 12 (2005): 14-19; Donald Norman, The Psychology of Everyday Things (New York: Basic Books, 2002); Jodi Forlizzi, John Zimmerman, and Shelley Evenson, “Interaction Design Research in HCI, a Research Through Design Approach,” Introduction During its evolution, design—both as a discipline and as a practice—has expanded its sphere of influence and its typical object of intervention, acknowledged until 20 years ago above all as the industrial

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