Seminar med Roberto Verganti

Design- vs brugerdreven innovation? I forbindelse med uddelingen af Den Danske Designpris inviterer Dansk Design Center til seminar med Roberto Verganti, forsker og professor i innovationsledelse fra det italienske universitet Politecnico di Milano

  • Tid: Torsdag den 29. marts 2007 kl 13.30 – 15.00
  • Sted: Dansk Design Center, HC Andersens Boulevard 27, 1553 København V
  • Pris: Børsen executive club medlemmer 570 kr ekskl moms. Børsen abonnenter og medlemmer af Dansk Design Centers medlemsklub design:ZONE 675 kr ekskl moms.
    Andre 900 kr ekskl moms.
  • Tilmelding: senest den 22. marts på design@ddc.dk – angiv venligst medlemsskab og hvorvidt du ønsker at deltage ved både seminar og prisuddeling. Det er ikke muligt
    kun at tilmelde sig prisuddeling.

Seminaret er på engelsk.

Seminar: Design Driven Versus User Centered Innovation: Two Strategies for Global Competition

Design is increasingly becoming a major competitive weapon in today’s competition. An increasing number of firms have in fact recognized the importance of design as a mean to achieve a sustainable competitive advantage. In particular, recently experts are claiming the importance of being user-centered in the innovation process, eg to start from a deep knowledge of user needs by observing them in the context of use. This is only one of the possible approaches to innovation (mostly suitable for incremental innovation).

But for radical innovations (ie innovations that build long term competitive advantage) users hardly help as they lead a firm toward small incremental improvements. Radical innovations require a significantly different approach: design-driven innovation. Starting from examples of small Italian enterprises (eg Alessi and Artemide), which notwithstanding their limited resources have achieved leadership thanks to their unique capability to develop design driven innovations, and supported by applications in other countries and different industries, the seminar will discuss how to place design at the core of strategic thinking and how to create radical innovations by cultivating a dialogue with the network of external resources that work on design.

Læs mere på Dansk Design Center.

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