table VI clearly shows that all firms involved in the present case study tended to adopt the following six design strategies and maintenance,including additional value to products ,uplifting product quality, improving product design and development procedures,and enriching marketing information and response ability.firms strongly emphasized these design strategies because they helped guarantee product commercial success.more important ,a close investigation of the design strategies of firms belonging to certain marketing strategic groups,as shown in Tables V and VI ,revealed a relationship among enterprise scale, business categories, and product development types.