The design of business : why design thinking is the next competitive advantage / Roger Martin.

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'.

Bibliographic Details
Main Author:	Martin, Roger L.
Language:	English
Published:	Boston, Mass. : Harvard Business Press, [2009], ©2009.
Subjects:	Creative ability in business. Lateral thinking. Creative thinking. Knowledge management. Management.
Physical Description:	xiii, 191 pages : illustrations ; 22 cm
Format:	Book

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