DEVELOPING STRATEGIC APPROACHES FOR SALES GROWTH AND COMPETITIVE ADVANTAGE IN DESIGN AND CONSULTING SERVICES THROUGH APPRECIATIVE INQUIRY: A CASE STUDY OF ABC CO., LTD.

Abstract

This study aimed to develop strategic approaches for enhancing sales growth and competitive advantage through the application of Appreciative Inquiry (AI). A qualitative research methodology was employed using Appreciative Inquiry as the primary framework for identifying organizational strengths, positive experiences, and success-enabling factors. Data were collected through in-depth interviews, reflective inquiry, critical incident analysis, and organizational document reviews. The findings revealed that Relational Capital is the most significant strategic resource contributing to organizational success. Built through trust, long-term relationships, business networks, and professional credibility, relational capital plays a critical role in customer retention, referrals, and business development opportunities. The Appreciative Inquiry process also identified five core organizational strengths: Trust-Based Relationship, Relational Leadership, Professional Integrity, Human-Centered Service Mind, and Strategic Personal Brand Potential. Based on these findings, strategic approaches were developed to strengthen relational capital, enhance customer experience, reinforce professional credibility, and reposition the organization as a strategic consulting partner. The study suggests that sustainable growth in professional service businesses depends not only on technical expertise but also on the ability to create client value and maintain long-term relationships. These capabilities contribute to sustainable competitive advantage and long-term organizational success.

Keywords: Appreciative Inquiry, Relational Capital, Competitive Advantage, Professional Service Business