Roberto Verganti is a Professor of Management of Innovation at Politecnico di Milano, where he directs MaDe In Lab, the laboratory for executive education on the MAnagement of DEsign and INnovation. This article is based on his book, Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean (Harvard Business Press, 2009).
Articles by this Author:
CHANGING THE RULES OF COMPETITION BY DELIGHTING CUSTOMERS by Roberto Verganti
Really understanding consumers, for example learning how, what, where and when they eat, will lead a company to anticipate and deliver the innovative products that customers want.
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