What happens to product design when technology changes? Does discontinuous technological change affect product design more than continuous technological change? What are the main product design strategies that emerge during technological turmoil? How can enterprises nurture design capabilities aimed at sustaining their strategies? This book offers possible answers to such questions. In a world where product design is gradually becoming a transsectorial lens through which to understand competitive processes among companies, the authors propose a conceptual and practical framework for managing the complex, interplaying dynamic between technological innovation and product design.