HBSP (USA)
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Design and Meanings: Innovating by Making Sense of Things--The Advantage of Design-Driven Innovation
Verganti, RobertoBook Chapter HBS-3680BC-EEvery product has a meaning. Yet many companies do not think about how meanings change or how to innovate meanings. They strive to understand how people currently give meaning to things--only to discover that this meaning has been suggested by a new product designed by a competitor. But like technologies, meanings may be subject to an R&D process. And the process through which a company can innovate product meanings is design. This chapter illust...Starting at €8.20
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Radical Pushes: Placing Design-Driven Innovation in the Strategy of a Firm
Verganti, RobertoBook Chapter HBS-3681BC-EMost analysts hold that the innovation strategy of firms consists of two domains: incremental and radical. According to these theories, radical innovation is the realm of technological breakthroughs. The meanings behind products are supposed to be part of the first domain: companies can understand them better only by scrutinizing user behavior and using the resulting insights to improve their products. In this chapter, however, noted innovation e...Starting at €8.20
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The Value and the Challenges: Why Companies Do or Do Not Invest in Design-Driven Innovation
Verganti, RobertoBook Chapter HBS-3683BC-EIn the current innovation race, products tend to survive for a very short time, and firms are unwilling to waste resources in constant redesign. Design-driven innovation, or radically altering the meanings of products and services, can produce innovations with a life cycle significantly longer than that of the competition. But how do you convince the right people to invest in design-driven innovation? In this chapter, noted innovation expert Robe...Starting at €8.20
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The Interpreters: Doing Research with the Design Discourse--Move Away from Users to Innovate with the Help of a Circle of External Research Partners
Verganti, RobertoBook Chapter HBS-3684BC-EEvery company would love to be the one that changes the paradigm, that radically redefines the meaning of things. Companies that master design-driven innovation have a distinct advantage over competitors because they repeatedly develop and release products or services that customers didn't even know they wanted, but now can't live without. Their innovations aren't flukes--these firms have a process and capabilities, built and led by entrepreneurs...Starting at €8.20
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Businesspeople: The Key Role of Top Executives and Their Culture--Design-Driven Innovation Requires Inspiring and Invested Leaders
Verganti, RobertoBook Chapter HBS-3690BC-EIt is widely known that Steve Jobs has an intense devotion to radical innovation projects. The iPod--a design-driven innovation--was no exception. He set the direction and defined the requirements for a product for which there was no reference in the market. And look at the results. There is no radical innovation without inspiring leaders, and this chapter delves into the crucial role executives play in the success of design-driven innovation. Th...Starting at €8.20
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The Innovative Power of Criticism
Verganti, RobertoArticle HBS-R1601G-EThanks to powerful ideation approaches such as design thinking and crowdsourcing, it has become incredibly easy and relatively inexpensive for companies to obtain a vast number of novel concepts, from both insiders and outsiders such as customers, designers, and scientists. Yet many organizations still struggle to identify and seize big opportunities. That's because major changes in society and technology fundamentally challenge the conventional ...Starting at €8.20
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Managing Climate Change: Lessons from the U.S. Navy
Reinhardt, Forest L.; Toffel, Michael W.Article HBS-R1704H-EThe U.S. Navy operates on the front lines of climate change. It manages tens of billions of dollars of assets on every continent and on every ocean, which take many years to design and build and then have decades of useful life. This means that it needs to understand now what sorts of missions it may be required to perform in 10, 20, or 30 years and what assets and infrastructure it will need to carry them out. Put another way, it needs to plan f...Starting at €8.20
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The New CEO Activists
Chatterji, Aaron K.; Toffel, Michael W.Article HBS-R1801E-EThough corporations have been lobbying the government and making campaign donations for a long time now, in recent years a dramatic new trend has emerged in U.S. politics: CEOs are taking very public stands on thorny political issues that have nothing to do with their firms' bottom lines. Business leaders like Tim Cook of Apple, Howard Schultz of Starbucks, and Marc Benioff of Salesforce--among many others--are passionately advocating for a range...Starting at €8.20
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Genzyme Center (C)
Toffel, Michael W.; Sesia, AldoCase HBS-610010-EService and Operations ManagementGenzyme Corporation is in the midst of planning its new corporate headquarters, which incorporates many innovative green building features. After learning that the building as planned would likely earn a LEED Silver rating, an intermediate score in the LEED green building rating scheme, the CEO charged the building team with exploring opportunities that would enable the building to earn the highest rating, LEED Platinum. Five additional green bui...Starting at €5.74
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Sustainability at Millipore, Teaching Note
Toffel, Michael W.Teaching Note HBS-610013-EService and Operations ManagementTeaching Note for [610012].Starting at €0.00