The Design of Business: Why Design Thinking is the Next Competitive Advantage
In The Design of Business, Roger L. Martin explores design thinking as a source of competitive advantage. Written for business readers, the book considers how design-oriented approaches can influence innovation, strategy, and organizational decision-making in a changing marketplace.
About This Book
The Design of Business examines the relationship between design thinking and competitive advantage.
Roger L. Martin presents design thinking as a business-oriented approach to innovation and decision-making.
The book is suited to readers interested in how organizations can use design perspectives to strengthen their strategies.
It offers a concise introduction to the role of design in contemporary business.
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