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Design Driven Innovation

- Changing the Rules of Competition by Radically Innovating What Things Mean
Af: Roberto Verganti Engelsk Hardback

Design Driven Innovation

- Changing the Rules of Competition by Radically Innovating What Things Mean
Af: Roberto Verganti Engelsk Hardback
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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.

It''s about having a vision, and taking that vision to your customers. Think of game-changers like Nintendo''s Wii or Apple''s iPod. They overturned our understanding of what a video game means and how we listen to music. Customers had not asked for these new meanings, but once they experienced them, it was love at first sight.

But where does the vision come from? With fascinating examples from leading European and American companies, Verganti shows that for truly breakthrough products and services, we must look beyond customers and users to those he calls "interpreters" - the experts who deeply understand and shape the markets they work in.

Design-Driven Innovation offers a provocative new view of innovation thinking and practice.
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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.

It''s about having a vision, and taking that vision to your customers. Think of game-changers like Nintendo''s Wii or Apple''s iPod. They overturned our understanding of what a video game means and how we listen to music. Customers had not asked for these new meanings, but once they experienced them, it was love at first sight.

But where does the vision come from? With fascinating examples from leading European and American companies, Verganti shows that for truly breakthrough products and services, we must look beyond customers and users to those he calls "interpreters" - the experts who deeply understand and shape the markets they work in.

Design-Driven Innovation offers a provocative new view of innovation thinking and practice.
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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 288
ISBN-13: 9781422124826
Indbinding: Hardback
Udgave:
ISBN-10: 1422124827
Kategori: Virksomhedsinnovation
Udg. Dato: 3 aug 2009
Længde: 25mm
Bredde: 163mm
Højde: 244mm
Forlag: Harvard Business Review Press
Oplagsdato: 3 aug 2009
Forfatter(e): Roberto Verganti
Forfatter(e) Roberto Verganti

Kategori Virksomhedsinnovation

ISBN-13 9781422124826

Sprog Engelsk

Indbinding Hardback

Sider 288

Udgave

Længde 25mm

Bredde 163mm

Højde 244mm

Udg. Dato 3 aug 2009

Oplagsdato 3 aug 2009

Forlag Harvard Business Review Press