This open-ended project has used cases examined over the years – Bang & Olufsen, Alessi, Oticon, Kartell, Piaggio, Alfa Romeo, etc. – as ideal settings to refine my understanding of the socio-cognitive processes that link culture, design, and strategy. Together with Ileana Stigliani, I examined the cognitive processes that support designers’ reconceptualization of objects and spaces (Stigliani & Ravasi, 2012) and their infusion with aesthetic properties (Stigliani & Ravasi, 2017). More recently, I looked at how designers help recontextualize traditional craft to support internationalization (Sasaki, Nummela, & Ravasi, 2020).