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  1. Design and Differentiation in Medical Products: Affymetrix Design Language a Key to New Product Strategy Locked

    Quick Insight | Posted: 2006-02-01

    The medical products industry, where firms tend to compete on technology alone, provides an excellent case for how design may be used to create competitive advantage. In this report, Allan Cameron of Design Continuum explains why design has become a key to product differentiation and how his firm worked with medical products firm Affymetrix to create designs which helped their products stand out from the competition. Affymetrix’s Steve Kellett describes how product and user research enabled the company to create a design language, a lexicon representing the image it wanted its product to convey. It included such attributes as empowering, approachable, precise, trustworthy, and brilliant. The design language offered cues for determining the product’s physical design and a general framework for understanding the design features that would best embody the attributes the company had decided mattered most. Cameron and Kellett make a case for design for differentiation, and show how such an approach may be applied.

  2. Expert Panel: Metrics for Innovation Locked

    Quick Insight | Posted: 2005-12-27

    In this December 2005 MRT audio session, Tim Jones of Innovaro and Tony Ulwick of Strategyn presented proven approaches for measuring innovation. They explained why it is necessary to measure the outcomes that customers use to measure success. They suggest that it is best to balance measures of the business results (such as market share growth) with measures of internal activities (such as number of patents filed). The panelists also presented approaches for measuring open innovation; for selecting concepts and measuring the value of Intellectual Property; and for measuring the value of an innovation portfolio.

  3. Tips for Innovation Metrics: A Brief Interview with Robert Tucker Locked

    Quick Insight | Posted: 2005-12-15

    Robert Tucker is an expert on innovation processes and President of the California-based consulting firm, The Innovation Resource. His book, Driving Growth Through Innovation: How Leading Firms Are Transforming Their Futures, is the result of a three-year study of more than 20 of the world's most innovative companies. In this brief December 2005 interview with MRT, Tucker discusses innovation metrics in the context of as a portion of a larger innovation process.

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