Cambiare le regole della competizione
innovando radicalmente il significato
dei prodotti e dei servizi
Roberto Verganti,
Harvard Business Press, Harvard 2009;
RCS Libri, Milano 2009 (pp. 282, € 25,00)
Roberto Verganti is a professor
of Innovation Management at
Milan Polytechnic, so it is strange
for him to have written a book
that focuses, at least seemingly,
on design. But, as he explains in
his foreword, "This book is not
about style, or creativity… this is
a book on management." Verganti
explores a concept that has radically
altered the contemporary
market: design-driven innovation,
which has prompted companies
such as Apple with its iPod to
"overturn the meaning of listening
to music".
Design-Driven Innovation
Roberto Verganti is a professor of Innovation Management at Milan Polytechnic, so it is strange for him to have written a book that focuses, at least seemingly, on design

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- 23 November 2009