＂Roberto Verganti''s fascinating analysis will stimulate all
thoughtful business readers, students, and practitioners alike.
This passionate and keenly observed book offers a valuable and
provocative new view, and will be a fundamental reference for all
those interested in design and determined to pursue innovation as a
driving factor in their profession. ＂
-- Luca di Montezemolo, Chairman Ferrari S.p.A. and Fiat
S.p.A.
＂Every manager interested in innovation should read this book.
The p
內容簡介：
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.
關於作者：
Roberto Verganti is Professor of Management of Innovation at
Politecnico di Milano. He is the founder of PROject Science, a
consulting institute which advises global corporations on the
management of strategic innovation, and is the author of many
articles in scientific journals, as well as the article "Innovating
Through Design," published in the Harvard Business Review December
2006.
目錄：
Letter to the Reader vii
Design-Driven Innovation
An introduction
The Strategy of Design-Driven Innovation
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
……
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