Design Driven Innovation : Changing the Rules of Competition by Radically Innovating What Things Mean

Roberto Verganti

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Language: English

Published by Harvard Business Review Press Aug 2009, 2009

1422124827 / 9781422124826

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Neuware - 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.

Seller Inventory # 9781422124826

Title
Design Driven Innovation : Changing the Rules of Competition by Radically Innovating What Things Mean
Author
Roberto Verganti
Publisher
Harvard Business Review Press Aug 2009
Publication year
2009
Condition
Neu
Binding
Buch
Language
English
ISBN 10
1422124827
ISBN 13
9781422124826
Item weight
508 grams
Dimensions
256x177x30 mm

AHA-BUCH GmbH

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