A CHAMPS CBI Cooperation

Professor Verganti

On Friday 26th of March, 2010, Roberto Verganti held a seminar for scholars, hosted by CBI and Business Design Lab at Gothenburg University.

About the seminar

In the seminar “Design-Driven Innovation”, based on his recent book with Harvard Business Press, Professor Roberto Verganti unveiled how leaders such as Apple, Nintendo, Alessi, Whole Foods Market have built an unbeatable and sustainable competitive advantage through innovations that do not come from the market but that create new markets. These leaders compete through products and services that have a radical new meaning: those that convey a completely new reason for customers to buy them. The framework, methods and cases discussed showed how to create such a new vision and how to successfully propose it to customers.

About Professor Roberto Verganti

Roberto Verganti is Professor of Management of Innovation at Politecnico di Milano, where he teaches in the School of Management and the School of Design, and where he directs MaDe In Lab, the laboratory for executive education on the MAnagement of DEsign and INnovation. He has been a visiting scholar at the Harvard Business School twice and is a visiting professor of Design Management at the Copenhagen Business School. Roberto Verganti has pioneered research on how to create innovations that customers do not expect, but that they eventually love and make them passionate. He has issued more than 150 publications, at the intersection of strategy, design and technology management and has been acknowledged several international awards, including “Innovating Through Design” and “Which Kind of Collaboration is Right for You”, both published in the Harvard Business Review. He has worked with firms such as Ferrari, Ducati, Whirlpool, Xerox, Kodak, Samsung, Hewlett-Packard, Kraft, Lego, Nestlè, Unilever, Microsoft, Corning, Sandvik-Coromant and Vodafone. He has been featured on BusinessWeek and the Wall Street Journal. (Source)