000			01358nam a22001697a 4500
005			20220915111344.0
008			220915b |||||||| |||| 00| 0 eng d
020			_a9781422177808
082			_a658.406 _bMAR
100			_aMartin, Roger L.
245			_aThe design of business : _c why design thinking is the next competitive advantage
260			_a Boston, Mass., _bHarvard Business Press, _c©2009
300			_a191P
505			_aAcknowledgments 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
520			_aMost 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'
942			_2ddc _cBK
999			_c1816 _d1816