Construção de Cenários a partir do Design Estratégico: estudo exploratório para criação de valor em uma empresa moveleira

The significant number of wood furniture companies in Brazil, mostly micro and small enterprises (MSEs), face obstacles that compromise their value and competitive potential. Thus, an opportunity arises to create more favorable conditions for innovation in these companies by incorporating strategic design as a resource for research and defining alternative scenarios focused on business models focused on socially responsible practices. This article presents the partial results of a master's research project, showing the analysis and proposal for a real-life case that addresses the challenges identified in the sector. The results describe two scenarios for Company A, developed based on strategic design processes and using tools such as the System Map, the Design Ladder, SWOT Analysis, and the Scenario-Driven Design Method. One of the solutions offered incremental improvements, while the other had more innovative characteristics that differed from current practices. The latter, structured based on the strategic design performance levels, was considered more promising for reaching a new level of competitiveness.