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Designs plays a significant role in innovation and enhances business performance. A trend towards outsourcing design expertise is nolinear yel hills is known about the design consultancy profession itsel. The UK design consultancy industry hs undergone a major change with rapid growth in the mid to late 1980s followed by a market decline in the early 1990s. This paper reflects on a survey of over 200 design consultancy fo9rms which was carried out to understand the dynamics of the UK design profession during this period. In particular this paper focuses on two key areas, namely the professio's approaches to business management and client relationships. Two strategic archetypes are put forward that describe more and less effective strategic practice in these two key areas.
Bruce et al. (Mon,) studied this question.