02205nam a22002537a 4500 20251202113853.0 251202b |||||||| |||| 00| 0 eng d 9781422177808 AL English 650.4063 MARD Roger Martin 247261 Design of business : Why design thinking is the next competitive advantage Boston Harvard business press 2009 191 p. HB 22x14 cm. ABDI/0821/25 $35.00 $ ₹3129.00 25% 13-11-2025 Most companies today have innovation envy. They yearn to come up with a game-changing innovation like Apple's iPod, or create an entirely new category like Facebook. Many make genuine efforts to be innovative--they spend on R&D, bring in creative designers, hire innovation consultants. But they get disappointing results. Why? In "The Design of Business," Roger L. Martin offers a compelling and provocative answer: we rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo. To innovate and win, companies need design thinking. This form of thinking is rooted in how knowledge advances from one stage to another--from mystery (something we can't explain) to heuristic (a rule of thumb that guides us toward solution) to algorithm (a predictable formula for producing an answer) to code (when the formula becomes so predictable it can be fully automated). As knowledge advances across the stages, productivity grows and costs drop--creating massive value for companies. Martin shows how leading companies such as Procter & Gamble, Cirque du Soleil, RIM, and others use design thinking to push knowledge through the stages in ways that produce breakthrough innovations and competitive advantage. Filled with deep insights and fresh perspectives, "The Design of Business" reveals the true foundation of successful, profitable innovation. Creative ability in business 247262 Creative thinking 247263 Lateral thinking 247264 Knowledge management 247265 Management 247266 ddc BK 240697 240697 0 0 ddc 0 0 ISE SE SE 2025-11-13 Academic Book Distributors 1 650.4063 MARD SE000178 2026-03-16 16:20:43 2026-03-06 2025-11-13 BK