Speaker(s): Roberto Verganti
(Politecnico di Milano, Italy)
Title:
Abstract
Design-driven innovation (an innovation that involves not only the
functionality of a product, but also its form, or better, its language and
meaning) is increasingly deemed as a source of competitive advantage in global
markets. Many studies have investigated the processes and approaches that can
lead to successful design-driven innovation. These studies usually focus on US
large companies (e.g., Apple), that adopt a relatively structured approach to
Design Management. However, a completely different phenomenon, with a completely
different approach to innovation, is also looked at as a landmark in the design
world: the Italian Design System. Small enterprises such as Alessi, Artemide,
Flos, Kartell have set new routes for the management of design driven of
innovation. What are the reasons behind the worldwide success of these Italian
companies? Why Italy, that does not rank high in the list of high-tech
countries, is cited as a benchmark for design-driven innovation? Ultimately,
what lessons about the management of design-driven innovation can be learned
from these companies and transferred to corporations overseas?
The seminar will discuss the management of design-driven innovation in Italian
companies, with a special focus in the light industry. Roberto will present
results of a large research project ("The Italian Design System",
awarded the "Compasso d’Oro 2001" the most prestigious design award
in Italy) that involved scholars in 17 design schools in Italy, with more than
60 in depth case studies. After having illustrated the peculiar product
strategies and product development processes adopted by companies in the Italian
Design System, the seminar will stimulate a discussion about which of the
singular practices devised by these small enterprises and designers can have
value for corporations around the world.
Roberto Verganti is professor of Management of Innovation at the Faculty of
Design of Politecnico di Milano and Director of the Master in Strategic Design.
At Politecnico he also serves as the Director of the School of Doctoral
Programs. A member of the Editorial Board of Journal of Product Innovation
Management, Roberto has been visiting HBS in 1997 and has cooperated with Marco
Iansiti and Alan MacCormack in their study on flexible product development for
internet software.