Design of Business: Why Design Thinking Is the Next Competitive Advantage

    By Roger L Martin
Most companies today have innovation envy. Many make genuine efforts to be innovative: they spend on R&D, bring in creative designers, hire innovation consultants; but they still get disappointing results. Roger Martin argues that to innovate and win, companies need 'design thinking'.

 
Design of Business: Why Design Thinking Is the Next Competitive Advantage

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Pages 191
Availability Available
Publisher Harvard Business School Press
Published 10/2009
Language English

Product Identifiers
9781422177808 — Hardcover