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Title Statement Design driven innovation : changing the rules of competition by radically innovating what things mean
Publication, Distribution, etc. (Imprint) Harvard Business Press, Boston : cop. 2009
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Physical Description
Formatted Contents Note Design and meanings : innovating by making sense of things -- Radical pushes : placing design-driven innovation in the strategy of a firm -- Technology epiphanies : the interplay between technology-push and design-driven innovation -- The value and the challenges : why companies do or do not invest in design-driven innovation -- The interpreters : doing research with the design discourse -- Listening : finding and attracting key interpreters -- Interpreting : developing your own vision -- Addressing : leveraging the seductive power of the interpreters -- The design-driven lab : how to start -- Businesspeople : the key role of top executives and their culture.
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ISBN
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*650 0$aTechnological innovations.
*650 0$aIndustrial management.
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Until now, the literature on innovation has focused either on radical innovation pushed by technology or incremental innovation pulled by the market. In Design-Driven Innovation: How to Compete by Radically Innovating the Meaning of Products, Roberto Verganti introduces a third strategy, a radical shift in perspective that introduces a bold new way of competing. Design-driven innovations do not come from the market; they create new markets. They don't push new technologies; they push new meanings.