Strategic design and value creation: an exploratory study for the construction of scenarios for a furniture company

The large number of wood furniture companies in Brazil, mostly micro and small enterprises (MSEs), face difficulties that undermine their value and competitive potential. Thus, an opportunity to create favorable conditions for innovation in these businesses lies in the insertion of strategic design as an instrument for investigating and proposing alternative scenarios oriented towards business models focused on corporate socio-environmental responsibility. This article presents the partial results of a master's degree research, and it presents the analysis and proposal for a real case that faces the problems identified in the sector. As a result, two possible scenarios are presented for company A, developed based on strategic design processes and using tools such as the System Map, Design Ladder, SWOT Analysis and the Scenario-Guided Design Method. One of the proposals pointed to incremental improvements and the other has more innovative qualities and differentiates from current practices, so the second was considered more promising for reaching a new stage of competitiveness, being structured based on the levels of action of strategic design.