The 2020 report has been developed by an International Research Team: Politecnico di Milano – School of Management, Delft University of Technology – Industrial Design Engineering, Imperial College Business School, Reykjavik University – Center for Research on Innovation, Entrepreneurship and Stockholm School of Economics – House of Innovation and College of William & Mary – Raymond A. Mason School of Business.
research team
our people
INDIVIDUALS FROM DIFFERENT COUNTRIES SHARING A COMMON PURPOSE
AHMAD BELTAGUI
Aston Business school
Lecturer in Project and Operations Management
Ahmad Beltagui is a Lecturer in the Operations and Information Management Department, and a member of the Advanced Services Group, at Aston Business School. Ahmad studied Product Design Engineering before taking a PhD in Operations Management. His main research interests are focused on the applications of design and deign thinking to business and management. In particular, he has worked on applications of design thinking to the creation of memorable service experiences, development of capabilities and the development and use of 3D printing technologies. His research has been published in many of the top Operations, Service and Innovation Management journals, including International Journal of Operations and Production Management, Journal of Service Management, Technovation, Journal of Product Innovation Management and Research Policy.
MATTIA BIANCHI
Stockholm School of Economics – House of Innovation
Full Professor in Business Administration
Mattia Bianchi is a full professor at the House of Innovation, Stockholm School of Economics. Mattia holds a BSc, MSc and PhD in Management, Economics and Industrial Engineering from Politecnico di Milano and an International Diploma in Management from Imperial College London, UK. Mattia’s research focuses on investigating those recurring syndromes that cause many innovation projects and new ventures to fail: pathologies like scope creep (projects that become bigger and bigger in an uncontrolled way), firefighting (developers fixing unexpected problems and working as hell as deadlines approach), overdesign (loading a new product with features that customers don’t care about); and on assessing whether today’s popular innovation management frameworks, such as agile, lean start-up and design thinking, can act as remedies to these pathologies. Mattia’s research has been published in leading journals such as Journal of Product Innovation Management, Journal of International Business Studies, Technovation and Industrial Marketing Management.
GIULIA CALABRETTA
Delft University of Technology – Faculty of Industrial Design Engineering
Associate Professor in Strategic Value of Design
Giulia Calabretta is an Associate Professor in Strategic Value of Design at Delft University of Technology. She received her PhD from ESADE Business School (Spain). She is an experienced researcher and lecturer on how strategic design can effectively guide businesses towards becoming more innovative in nature and structure. She combines her management experience and design knowledge to support design consultancies and organizations in successfully adopting strategic design practices and embracing a steady and profitable innovation path. Her research has been published in such journals as Organization Studies, Journal of Product Innovation Management, Journal of Business Ethics, and Journal of Service Theory and Practice. She has recently co-authored the successful book ‘Strategic Design – Eight essential practices every strategic designer must master’.
MARINA CANDI
Reykjavik University – Center for Research on Innovation and Entrepreneurship
Full Professor in Innovation Management and Service Design
Marina Candi, Ph.D., is a Professor at Reykjavik University’s School of Business and at the University of Edinburgh Business School as well as Director of the Reykjavik University Center for Research on Innovation and Entrepreneurship. She received her Ph.D. from Copenhagen Business School. Her research interests include design driven innovation, experience-based innovation, business model innovation, and innovation management. Her research has been published in academic journals including the Journal of Product Innovation Management, the British Journal of Management, the International Journal of Operations and Production Management, and Technovation. She has over 20 years of experience in the IT sector as a Software Engineer and Project Manager and, during the latter half of her industry career, held positions in executive-level management as well as sitting on the boards of directors of IT firms.
Politecnico di Milano – School of Management
Associate Professor in Design Strategy
Claudio Dell’Era is Associate Professor in Design Strategy at the School of Management – Politecnico di Milano, where he serves also as Co-Founder of LEADIN’Lab, the Laboratory of LEAdership, Design and INnovation. He is also Director of the Observatory “Design Thinking for Business” of the School of Management –Politecnico di Milano. Research activities developed by Claudio Dell’Era are concentrated in the areas of Design Thinking and Design Strategy. He has published more than 100 journal papers, conference articles, chapters in edited books, etc. Claudio Dell’Era has published in relevant international journals, such as Entrepreneurship Theory and Practice, Journal of Product Innovation Management, Long Range Planning, R&D Management, International Journal of Operations & Production Management, Industry & Innovation, International Journal of Innovation Management.
Politecnico di Milano – School of Management
Assistant Professor in Design and Innovation Management
Stefano Magistretti is Assistant Professors in Design and Innovation Management at the Politecnico di Milano School of Management where he got his PhD. He also serve as senior researcher of LEADIN’Lab, the Laboratory of Leadership, Design and Innovation. His research interests are focused on Technology Innovation and Innovation of Meanings, and particularly fostering radical innovation of meanings from the development stage of a technology.
K. SCOTT SWAN
Raymond A. Mason School of Business – College of William & Mary
Professor of International Business, Innovation & Marketing
K. Scott Swan, Ph.D. is a Professor of Innovation and Marketing at The College of William & Mary, Raymond A. Mason School of Business. He currently serves as Head of Marketing and teaches classes related to global marketing, innovation, and strategy. Prof. Swan was instrumental in the recent start of a new Interdisciplinary Innovation & Entrepreneurship Minor as well as the Design Studio that helped lift the Marketing Area to a #1 ranking for undergraduate programs in BusinessWeek’s 2013 ranking of U.S. universities. He served as the 2015-2016 Hall Chair for Entrepreneurship in Central Europe at Vienna University in Austria and The University of Bratislava in Slovakia – one of two Fulbright chairs in business worldwide. He is currently developing an Online Masters of Marketing focused on innovation. He serves on the Editorial Board of The Design Journal and the Editorial Review Board of Journal of Product Innovation Management.
Politecnico di Milano – School of Management
Full Professor in Leadership & Innovation
Roberto Verganti is Professor of Leadership and Innovation at the School of Management of Politecnico di Milano, where he also serves as the Scientific Director of Leadin’Lab, the laboratory for Leadership, Design and Innovation. He is also an advisor to Carlos Moedas, the European Commissioner for Research, Science and Innovation. Roberto has been a visiting scholar at the Harvard Business School and has issued more than 150 publications, which lie at the intersection of strategy, design and technology management, on journals such as Management Science, Journal of Product Innovation Management, Harvard Business Review. His book “Design-Driven Innovation”, with Harvard Business Press, has been nominated by the Academy of Management as one of the best management books of 2009. His most recent book is “Overcrowded” with MIT Press.
advisory board
EXPERT THAT WANT TO PROVIDE THEIR KNOWLEDGE TO THE TEAM
JOERN BRUECKER
Nestlé
Product Group Manager – Innovation Methodology
Joern Bruecker has designed with his passion for impact the global Innovation Methodology program at Nestlé.
Joern’s passion is to enable meaningful human centered innovation concepts and services through design-thinking inspired methodologies. He is one of the founders and leads of the Design at Business Community, a network that operates as such, connecting and inspiring competence exchange, cross-company cooperation, and collaboration from different sectors and companies. He is a strategic innovation research partner at the Politecnico di Milano program IDEALS as well at the Hasso-Plattner-Institute dSchool where his broad innovation methodology expertise, his innovative open mind, inspirational speeches and joint projects are highly perceived.
Politecnico di Milano – School of Design
Associate Professor of Strategic Design
Cabirio Cautela is Associate Professor of Strategic Design at the School of Design and School of Management of Politecnico di Milano where he serves also as Director of the Master in Strategic Design and Director of the Observatory Design Thinking for Business. Research activities developed by Cabirio Cautela are concentrated in the area of Innovation and Design Management and Design Thinking. He has published more than 50 papers in relevant international journals, such as Technovation, Journal of Design Business and Society, Creativity and Innovation Management, Industry and Innovation, Design Management Journal, Design Issues, Journal of International Management and Entrepreneurship.
KAI HALEY
Coinbase
Director of Product Design
Kai Haley is the former Head of Design Relations team at Google, which supports design excellence for designers and developers building on Google’s platforms. She is one of the founders of the Sprint Master Academy, and has trained over 800 Sprint Masters to drive innovation across Google’s diverse product areas. She is passionate about design thinking and inspiring the UX community to effectively utilize Design Sprints for speed and innovation. Prior to starting the Design Relations team, she applied her UX expertise to create monetization opportunities in Google search for the Search Ads Team. She earned a Masters Degree in Design from CCA, where she focused sustainable design practices and creating positive impact in the world.
MAURO PORCINI
PepsiCo
SVP & Chief Design Officer
Mauro Porcini joined PepsiCo in 2012 as its first ever Chief Design Officer. In this newly created position, Mauro is infusing design thinking into PepsiCo’s culture and is leading a new approach to innovation by design that impacts the company’s product platforms and brands; his focus extends from physical to virtual expressions of the brands.
In the past several years Mauro has been recognized with a variety of honors and awards for his achievements in the fields of design and innovation. In his professional career Mauro has been granted with 47 patents on his name and his work has been featured in several books on design and innovation in multiple regions of the world.
Mauro sits on the Board of Directors of the Design Management Institute, on the Board of Directors of the Italy-America Chamber of Commerce, on the Board of Directors of La Scuola d’Italia in New York and on the advisory council of other design and art institutions.
ERIC QUINT
Former Vice President, Chief Brand and Design Officer at 3M
Eric Quint joined 3M in 2013 as Chief Design Officer to lead and build the design function across the enterprise. With more than 30 years of international design experience, including a distinguished career at Royal Philips, he brings extensive design leadership in building and managing multi-disciplinary creative teams to drive brand and innovation. In his unique combined Chief Brand Officer’s role Eric is focusing on the relevancy, quality and consistency of the 3M brand driving brand awareness and brand equity globally. He initiated and implemented a new 3M corporate brand identity, designed and realized a state-of-the-art design center at the company headquarters. Eric is a renowned design industry leader and is passionate about design thinking as a mindset for transformation across multiple levels of the organization. He is an award winning designer and keynote speaker on international events and his achievements are referenced and featured in numerous international books and publications.
Politecnico di Milano – School of Design
Full professor of Industrial Design
Francesco Zurlo, PhD, is Full Professor at Design Department of Politecnico di Milano (Italy). He’s Deputy Dean of the Design School and Head of the Courses in Product Design (BA+MAs). He is Director of the Master in Design Strategy and System Innovation and Co-director of the Master in Strategic Design. Founder and Director of CI.Lab (a Politecnico’s research lab focused in Creative Industries), he is in the board of ADI Index, the most important Italian Design Award.
supporting team
STUDENTS READY TO HELP AND LEARN FROM A NEW EXPERIENCE
ALESSANDRA PASQUALINI
Politecnico di Milano – School of Management
Junior Researcher
Alessandra Pasqualini is a Master Degree Student participating to the PSSD&ME (Product Service System Design & Management Engineering) Double Degree Program. She also serves as junior researcher of the Observatory “Design Thinking for Business” of the School of Management – Politecnico di Milano.
Politecnico di Milano – School of Management
PhD Student
Cristina Pham is a PhD Student in the Department of Management, Economics and Industrial Engineering of Politecnico di Milano. She graduated in a Double Degree program where she studied Product Service System Design and Management Engineering. After two years as a Service Designer in a consultancy agency, she is now researching the topic of Design Thinking, with a special focus on sustainable-driven innovation of digital technologies.
ELENA MARIA PICOTTI
Politecnico di Milano – School of Management
Junior Researcher
Elena Maria Picotti is a Master Degree Student participating to the PSSD&ME (Product Service System Design & Management Engineering) Double Degree Program. She also serves as junior researcher of the Observatory “Design Thinking for Business” of the School of Management – Politecnico di Milano.
SIMONE TESTA
Politecnico di Milano – School of Management
Junior Researcher
Simone Testa is a Master Degree Student participating to the PSSD&ME (Product Service System Design & Management Engineering) Double Degree Program. He also serves as junior researcher of the Observatory “Design Thinking for Business” of the School of Management – Politecnico di Milano.
download the dt4b 2020 report
FILL IN THE FORM AND DOWNLOAD THE REPORT
dt4b report 2020 collects insights on three main topics: measure the adoption and the value generated by different Design Thinking approaches; identify how the application of Design Thinking can unfold the value of opportunities provided by digital technologies and analyze the interplay between 4 kinds of Design Thinking (Creative Problem Solving, Sprint Execution, Creative Confidence, Innovation of Meaning) and innovative projects based on digital technologies.
