Design and Meanings: Innovating by Making Sense of Things--The Advantage of Design-Driven Innovation
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- Synopsis
- Every product has a meaning. Yet many companies do not think about how meanings change or how to innovate meanings. They strive to understand how people currently give meaning to things--only to discover that this meaning has been suggested by a new product designed by a competitor. But like technologies, meanings may be subject to an R&D process. And the process through which a company can innovate product meanings is design. This chapter illustrates the profound link between meanings, innovation, and design, guiding you through well-developed notions of design theory; emphasizing the ways in which design differs from other innovation processes; and revealing why design is so important to creating competitive advantage. This chapter was originally published as chapter 2 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.