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Design-Driven Innovation: An Introduction
Verganti, RobertoBook Chapter HBS-3666BC-EUntil 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-d...Starting at €8.20
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The Design-Driven Lab: How to Start--Building Design-Driven Capabilities
Verganti, RobertoBook Chapter HBS-3689BC-ECompanies that master design-driven innovation have a distinct advantage over competitors because they repeatedly develop and release products or services that customers didn't even know they wanted, but now can't live without. If a company wants to quit the rat race of user-driven product development and become a leader in the radical innovation of product meanings, where should it start? What assets and organizational arrangements should it dev...Starting at €8.20
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Interpreting: Developing Your Own Vision--The All-Important Research Phase of Design-Driven Innovation
Verganti, RobertoBook Chapter HBS-3687BC-EIn the process of design-driven innovation, developing a privileged relationship with a circle of researchers who will help you determine how customers give meaning to things is the first step. The knowledge and interpretations culled from this group will then help your company create its own vision and conduct internal research and experiments that allow the firm to eventually launch a radical new meaning into the marketplace. This chapter uses ...Starting at €8.20