The Design of Business: Why Design Thinking is the Next Competitive Advantage
- ISBN-10
- 1422177807
- ISBN-13
- 9781422177808
- Category
- Creative ability in business
- Pages
- 191
- Language
- English
- Published
- 2009-01-01
- Publisher
- Harvard Business Press
- Author
- Roger L. Martin
Description
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'.
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