Regaining R&D Leadership: The Role of Design Thinking and Creative Forbearance

This article examines how Siemens’s molecular imaging group incorporated design thinking principles into R&D to regain market leadership. Marked departures from its past practice included a “universe of possibilities” for lifetime customer value; multi-iteration “leapfrog concepting” ahead of pr...

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Veröffentlicht in:	California management review 2020-02, Vol.62 (2), p.12-29
Hauptverfasser:	Appleyard, Melissa M., Enders, Albrecht H., Velazquez, Herb
Format:	Artikel
Sprache:	eng
Schlagworte:	Creativity Design thinking Innovations Leadership Patience Product design R&D Research & development Teams
Online-Zugang:	Volltext
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