000			02102nam a22002297a 4500
999			_c888 _d888
005			20210309110631.0
008			210309b ||||| |||| 00| 0 eng d
020			_a9781422177808
082			_a658.4063 _bMAR
100			_aMartin, Roger _92219
245			_aThe design of business: why design thinking is the next competitive advantage
260			_bHarvard Business Review Press _aBoston _c2009
300			_axiii, 191 p.
365			_aINR _b1799.00
520			_aMost companies today have innovation envy. They yearn to come up with a game-changing innovation like Apple's iPod, or create an entirely new category like Facebook. Many make genuine efforts to be innovative--they spend on R&D, bring in creative designers, hire innovation consultants. But they get disappointing results. Why? In "The Design of Business," Roger L. Martin offers a compelling and provocative answer: we rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo. To innovate and win, companies need design thinking. This form of thinking is rooted in how knowledge advances from one stage to another--from mystery (something we can't explain) to heuristic (a rule of thumb that guides us toward solution) to algorithm (a predictable formula for producing an answer) to code (when the formula becomes so predictable it can be fully automated). As knowledge advances across the stages, productivity grows and costs drop--creating massive value for companies. Martin shows how leading companies such as Procter & Gamble, Cirque du Soleil, RIM, and others use design thinking to push knowledge through the stages in ways that produce breakthrough innovations and competitive advantage. Filled with deep insights and fresh perspectives, "The Design of Business" reveals the true foundation of successful, profitable innovation.
650			_aCreative ability in business _9489
650			_aCreative thinking _91188
650			_aLateral thinking _92770
650			_aManagement _9445
650			_aKnowledge management _91432
942			_2ddc _cBK