02098nam a22002657a 4500003000600000005001700006008004100023020004200064040003400106041000800140050002300148082001700171100002300188245013400211264006400345300003700409336002600446337002800472338002700500500001900527504005500546505116100601650003701762650003301799pucpr20241115113443.0031110s2009 maua bi 001 0 eng  a9781422124826qhardcover : alk. paper apucprbengcpucprdpucprerda aspa00aHC79.T4bV465 200900a658.5/142221 aVerganti, Roberto.10aDesign-Driven Innovation :bchanging the rules of competition by radically innovating what things mean. /cRoberto Verganti.htxt aUnited States of America :bHarvard Business Press ,c2009. axv, 272 p.bill. ;c25 cm.fbook 2rdacontentatextbtxt 2rdamediaaunmediadedbn 2rdacarrieravolumebnc aInclude index. aIncludes bibliographical references (p. [241]-259)0 aContents: Letter to the Reader vii -- Design-driven innovation : an introduction 1 -- Part One : The Strategy of Design Driven Innovation -- Design and meanings : innovating by making sense of things 19 -- Radical pushes : placing design driven innovation in the strategy of a firm 39 -- Technology epiphanies : the interplay between technology-push and design driven innovation 59 -- The value and the challenges : why companies do or do not invest in design driven innovation 89 -- Part two : The Process of Design Driven Innovation -- The interpreters : doing research with the design discourse 115 -- Listening : finding and attracting key interpreters 137 -- Interpreting : developing your own vision 171 -- Addressing : leveraging the seductive power of the interpreters 189 -- Part Three Building Design Driven Capabilities -- The design-driven lab : how to start 201 -- Businesspeople : the key role of top executives and their culture 217 -- Appendix A : Companies, Industries, and Markets Discussed in this Book 231 -- Appendix B : Implications for Education and Design Policies 235 -- Notes 241 -- Index 261 -- About the Author 271 -- 0aTechnological innovations2Local 0aIndustrial management2Local