Media: Rotman shows the Design in Business

The Rotman Management issue on Business Design, available as a pdf online, offers many good articles on design and its significance. The journal comes out of the University of Toronto, but combines academics with professionals writing on the subject. Contributors include Jeanne Liedtka of the Darden School of Business at the University of Virginia and Tim Brown, CEO of IDEO.

'Organizations can no longer count on quality, performance or price alone to sustain leadership in the global marketplace. Design has emerged as a new competitive weapon and key driver of innovation. Leveraging the power of design across all aspects of a business can establish and sustain an organization's unique competitive advantage. While business issues have long been part of the innovation equation, they have often been pursued in isolation and independently from the creative side. A more powerful approach involves the concurrent exploration of issues associated with user desirability, technical feasibility, and business viability by an interdisciplinary team that utilizes designbased processes and communication tools,' argues the introduction to the issue.

Associated Link: Rotman Management: Business Design

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