TY  - BOOK
AU  - Martin, Roger L.
TI  - The design of business
SN  - 9781422177808
U1  - 658.406 
PY  - 2009///
CY  -  Boston, Mass., 
PB  - Harvard Business Press
N1  - Acknowledgments		ix	
The Knowledge Funnel
1	(32)
How Discovery Takes Shape
The Reliability Bias
33	(24)
Why Advancing Knowledge Is So Hard
Design Thinking
57	(22)
How Thinking Like a Designer Can Create Sustainable Advantage
Transforming the Corporation
79	(26)
The Design of Procter & Gamble
The Balancing Act
105	(28)
How Design- Thinking Organizations Embrace Reliability and Validity
World-Class Explorers
133	(18)
Leading the Design- Thinking Organization
Getting Personal
151	(28)
Developing Yourself as a Design Thinker
Notes		179	(4)
Index		183	(8)
About the Author		191	
N2  - 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'
ER  -