Design-Driven Innovation: An Introduction
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- Synopsis
- Until now, innovation studies have focused either on radical innovation pushed by technology or incremental innovation pulled by the market. However, neither of these approaches takes into account the fact that people do not buy products, they buy meanings. In this introduction, noted innovation expert Roberto Verganti suggests a third strategy: design-driven innovation, or the radical innovation of meanings. He introduces the concept of design-driven innovation and describes how game-changing companies like Nintendo, Whole Foods Market, and Apple have created new markets and spurred sustainable profits and company growth by generating products and services that radically innovate meanings for customers. This chapter was originally published as chapter 1 of "Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean."
- Copyright:
- 2009
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/02/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.