The Aesthetic Turn in Strategy: Creating Value with Style

Firms are nowadays confronted with a cultural landscape that encourages the consumption of styles rather than goods. This poses complex identity choices across audiences with different stylistic preferences and evaluation criteria. The rise of aestheticism in culture and product design, and the strategic dilemmas it poses, is what motivates this volume, as the first systematic survey of the interface between style and strategy. We articulate the foundations of what can be defined as the ‘aesthetic’ turn in strateg