Design is now understood to be the main activity that provides a competitive advantage, bringing to light the emotional meaning of the products and services have - or could have - for consumers, and by extracting more value from such emotional ties. This understanding is a more purposeful design companies in various industries - organizations that use the consumer at the center of product development, to move quickly and efficiently with a deep knowledge of customers successful products and services. The authors explain how the emphasis on design is reflected in the emphasis on customers real needs and aspirations Unarticulated, ultimately creating a more informed, more nimble companies. They consider six strategies that can be used to achieve the design focus for any organization.
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by Gabriella Lojacono, Gianfranco Zaccai Source: Rotman School of Management, 5 pages. Publication Date: January 1, 2005. Prod. #: ROT012-PDF-ENG
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