| Designing Innovation |
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Innovation Gazette 2_2008
Filippo Passerini, President – Global Business Services and Chief Information Officer of The Procter & Gamble Company Driving innovation into every corner of the business, taking business services from the back office to the boardroom, to achieve record levels of customer satisfaction, savings, quality levels and business contributions. Zagato: history and entrepreneurial model Paolo Di Taranto, Marketing and Communication Managerof Zagato Workshop expertise and technology, numbered and limited production runs, strong uniqueness and distinctiveness features: these the peculiar strengths of a historical brand, synonym of excellence in the middle between design and innovation. Management for innovation: the I.NET case Roberto Galimberti, Vice Presidentof Etnoteam S.p.A. From a capital intensive to a people intensive company, able to invent new solutions to differentiate from the others by always being “at the cutting edge”: closer to customers, more advanced than competitors. Elica: business evolution through design, process and ICT Massimo Lo Campo, Chief Business Integrator Officerof Elica S.p.A. From “cooker hoods producers” to “air handling”: a decisive change in the business definition, focusing on need satisfaction, user functionalities and customers to address, so as to widen the competitive range and reduce the risk of losing positions because of replacing products and new technologies. The Innovation Producer: listening to consumer needs Fabio Offredi, Product Strategy and Marketing Directorof Philips Electronics Singapore The new innovation manager as “Spiderman”, with an extraordinary ability to pull all the key organizational functions and drive the business creation process departing from the observation of market, technology and socio-cultural trends. The ICT role for media innovation Giorgio Riva, Managing Director of RCS Digital S.p.A. How to radically innovate the offer: through organizational innovation, technology and design, dealing with the concept of multiplatform applications. User Experience: the new paradigm in the service generation Franco Serio, Chief Technology Officerof Italtel S.p.A From consumers to active players in the creation of services, users are now playing a key role. So, technology and engineering aim at interpreting user needs, finding the satisfying solutions and managing their complexity. Training for innovation vs innovation for training Adequate highly targeted training programs, able to satisfy specific needs, with a reduced time to spend in class and specific learning and study paths: these are the fundamental features required from a highly innovative company and managerial training. Project Manager: a key asset for innovative companies Project Managementhas becomethe key element for a successful economic and entrepreneurial initiative. In fact, a structured, logic and organized activities management means improving the company operative side and, therefore, have a real opportunity to keep and increase its competitive advantage in the market. |
