Martin, Roger L. <br/><br/>
The design of business : 
why design thinking is the next competitive advantage 
 - Boston, Mass.,   Harvard Business Press,  ©2009 
 - 191P 
<br/><br/>Acknowledgments		ix	<br/>The Knowledge Funnel<br/>1	(32)<br/>How Discovery Takes Shape<br/>The Reliability Bias<br/>33	(24)<br/>Why Advancing Knowledge Is So Hard<br/>Design Thinking<br/>57	(22)<br/>How Thinking Like a Designer Can Create Sustainable Advantage<br/>Transforming the Corporation<br/>79	(26)<br/>The Design of Procter & Gamble<br/>The Balancing Act<br/>105	(28)<br/>How Design- Thinking Organizations Embrace Reliability and Validity<br/>World-Class Explorers<br/>133	(18)<br/>Leading the Design- Thinking Organization<br/>Getting Personal<br/>151	(28)<br/>Developing Yourself as a Design Thinker<br/>Notes		179	(4)<br/>Index		183	(8)<br/>About the Author		191	 
<br/><br/> 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' 
<br/><br/><label>ISBN: </label>9781422177808 
<br/><br/><label>Dewey Class. No.: </label>658.406  / MAR