The project was conducted in cooperation with the company Bjorn Borg with a focus on design management and design strategy. The work has been divided into two parts, during the first part research was carried out on both Bjorn Borg and the subjects design management and design strategy, in the form of literature reviews, interviews and observations. This identified a problem area, being their current design process. Therefor a new product development process was developed through design strategic thinking. The second part has dealt with how two example products was developed by using the new process for the company. The conclusion was that the new process creates a more grounded design work for the company that will provide a more unified expression in the market.