MaDe In Lab
Innovation and Design generate competitive advantage
Executives are experiencing a challenging context, especially those who work in organizations that want to lead the competition. Facing a context that continuously and significantly changes, they are urged by the constant need to change and to know how to be innovative. Companies ask their executives and leaders to identify new scenarios, to conceive innovative strategies, and to apply them by leveraging both internal resources and external partners. The leaders of the future will be those who know how to feed and to improve their capabilities to think, promote and realize innovations of products, services, organizations, business models, and business ecosystems. An innovation based on the interplay between technologies, managerial levers and intangible product factors (e.g. design, brand, experience, symbolic and emotional characteristics). Companies need new models and capabilities to face this challenge. The incredible discontinuity that we have to face requires to develop new methodologies and approaches. In other words it is necessary to innovate how we innovate, and consequently to manage (MAnagement) in a unique way the integration between intangible elements (DEsign) and technological elements (INnovation) in order to generate competitive advantage.
Roberto Verganti
MaDe In Lab Scientific Advisor
