19 abr. 2011

Inauguración Exposición Empresa Diseño innovación. Opening Exhibition Business Design Innovation

Hemos inaugurado la esperada exposición itinerante Empresa Diseño Innovación en la Universidad Pública de Navarra en su campus de Tudela. Una vez más se ha mostrado la buena acogida por parte de la universidad y de las empresas. Con esta exposición estamos divulgando el método del caso como forma de conocer la evolución y el éxito de las empresas a través del diseño. Es una forma de transferir el conocimiento de la universidad y las empresas al gran público. Es otra forma de concebir la comunicación corporativa y otro ejemplo de cómo entendemos en Innoarea Design Consulting el diseño estratégico.

The expected exhibition Business Design Innovation has been finally opened at the Public University of Navarre in Tudela. Once again it has been welcomed from the university and from the participating companies. With this exhibition we are disseminating the case method as a way to know the evolution and the success of companies through design. It is a way to transfer the knowledge from the university and companies to the general public. It is another way to conceive corporate communication and it is another example of we understand strategic design at Innoarea Design Consulting. 

12 abr. 2011

Selección de libros sobre Design Management. Design Management selected books

Presento una selección de libros sobre Design Management. Son la bibliografía básica utilizada en el curso Design Management del EIM 2011. Los comentarios son del editor o de Amazon.

A selection of books on Design Management is presented with the comments from the editor or from Amazon. They are the basic bibliography used in the course Design Management EIM 2011.

Design management. Brigitte Borja de Mozota. Allworth Press. New York 2003

This book reveals the hidden powers of successful Design Management. Businesses are discovering the power of design. From creating fresh products and packaging to designing letter heads, logos, or annual reports, designers have always contributed to a company’s value in innumerable ways. Yet few companies so far have strategically managed the business potential that can be the direct or indirect product of design projects and programs. DESIGN MANAGEMENT by the international researcher Brigitte Borja de Mozota reveals how design can serve as a core driver of a company’s efficiency, economic success, and brand value. The first manual to cover the process of managing design comprehensively and in an international context and both from the designer’s and client’s perspective, Design Management is co-published by the Design Management Institute and Allworth Press.

Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. Tim Brown. Harper Collins. New York 2009

The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. The reality is that most innovations come from a process of rigorous examination through which great ideas are identified and developed before being realized as new offerings and capabilities.

This book introduces the idea of design thinking‚ the collaborative process by which the designer′s sensibilities and methods are employed to match people′s needs not only with what is technically feasible and a viable business strategy. In short‚ design thinking converts need into demand. It′s a human−centered approach to problem solving that helps people and organizations become more innovative and more creative.

Design thinking is not just applicable to so−called creative industries or people who work in the design field. It′s a methodology that has been used by organizations such as Kaiser Permanente to icnrease the quality of patient care by re−examining the ways that their nurses manage shift change‚ or Kraft to rethink supply chain management. This is not a book by designers for designers; this is a book for creative leaders seeking to infuse design thinking into every level of an organization‚ product‚ or service to drive new alternatives for business and society.

Design driven innovation. Roberto Verganti. Harvard University press. Boston 2009

Design-Driven Innovation offers a provocative new view of innovation thinking and practice.Until now, the literature on innovation has focused either on radical innovation pushed by technology or incremental innovation pulled by the market. In Design-Driven Innovation: How to Compete by Radically Innovating the Meaning of Products, Roberto Verganti introduces a third strategy, a radical shift in perspective that introduces a bold new way of competing. Design-driven innovations do not come from the market; they create new markets. They don't push new technologies; they push new meanings.

It's about having a vision, and taking that vision to your customers. Think of game-changers like Nintendo's Wii or Apple's iPod. They overturned our understanding of what a video game means and how we listen to music. Customers had not asked for these new meanings, but once they experienced them, it was love at first sight.

But where does the vision come from? With fascinating examples from leading European and American companies, Verganti shows that for truly breakthrough products and services, we must look beyond customers and users to those he calls "interpreters" - the experts who deeply understand and shape the markets they work in.

Design management. Kathryn Best. Ava Publishing. Laussane 2006

Design Management (the management of design strategies, processes and projects) is an intricate subject. As the role of design in the world continues to broaden, organisations are increasingly viewing design as being integral to their decision-making processes.

This book leads the student through the key knowledge, practice and skill areas of design management, focusing on the strategy, process and implementation involved in the management of design.

Opening with a contextual overview of the subject, this book then explores the stages involved in the application of design to business. Each topic is accompanied by key questions that get the reader to think about the issues raised, and professional case studies and interviews demonstrate the knowledge and practices described. Areas of key practical skills are outlined in order to bridge the gap between creativity management and academic theory, and professional practice.

The design of business. Roger L. Martin . Harvard Business press. Boston 2009

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 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.

Design Thinking.Thomas Lockwood . Allworth press. New York 2010

Design Thinking is packed with intriguing case studies and practical advice from industry experts. This anthology is organized into three sections that focus on the use of design for innovation and brand-building, the emerging role of service design, and the design of meaningful customer experiences. This book provides readers with the strategies necessary to encourage the creative thought process in their companies, which will ultimately help to cultivate innovation, and therefore boost business. Experienced design leaders share their personal stories and give specific examples of their companies’ forward-thinking creations. This unique approach helps the reader learn how to build a solid brand foundation, solve problems with simplified thinking, anticipate and capitalize on trends, figure out what consumers want before they do, and align mission, vision, and strategy with a corporate brand. A sense of the content within Design Thinking can be gained from the titles of some of the key essays: “Building Leadership Brands,” “The Designful Company,” “Brand Building by Service Design,” “Service Design Via the Global Web,” “Customer Loyalty,” and “Driving Brand Loyalty on the Web”. by Tom Kelley