Eric M. Olson, Associate Professor, University of Colorado at Colorado Springs; Stanley Slater, Professor of Business Administration, University of Washington, Bothell; Rachel Cooper, Professor of Design Management, University of Salford, UK
More and more, design is being considered as a core competency-a source of competitive advantage for companies that know how to manage it. And therein lies the problem: While most managers have at some level a sense that good design is a plus and bad desi
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