Entrepreneurship, Innovation & Design

15-17 June 1998, Babson College, Wellesley, Massachusetts

Corporate managers, senior designers, and faculty members assembled to confer about how successful companies enable creativity and innovation as a means to real growth. Entrepreneurship, Innovation and Design enabled a sharing of experiences and discussions on using design to achieve business success.

Strategic, user-driven design of products, communications and the workplace itself can literally change an organization and create new markets. Participants saw how companies in a wide range of industries used design to fundamentally restructure their business or invent new companies.

CEOs shared their approaches to using design to create innovative companies. Internationally known leaders in innovation and management presented their observations and ideas about how companies in today's constantly evolving marketplace are leaving their competitors far behind.

Presentations

Audio cassettes of these presentations are available through Fleetwood Media Services www.fltwood.com

Driving Innovative Business in the Real World
Gerald Hirshberg, Founder and President, Nissan Design International

The Role of Design at Calyx & Corolla: From the Workplace to the Marketplace
Ruth Owades, President and CEO, Calyx & Corolla

Connecting with Customers: Prince Street's Design-Driven Turnaround
Joyce LaValle, Chief Innovations Officer, Interface Americas Former President and CEO, Prince Street Technologies

Starting a Business on the Internet
Stuart Spiegel, Vice President and General Mgr, iQVC Clement Mok, Chairman, Studio Archetype

Goal-Directed Interaction Design
Alan Cooper, Founder and President, Cooper Interaction Design

Reinventing a Classic
James Kasschau, President and CEO, ICF Group Claire Taylor, Design Director, Carbone Smolan Associates

Who We Are, How We Think and How We Serve Clients: The Redesign of SEI Investments
Alfred West, Jr. Chairman SEI Investments

"Buy It for Looks, Buy It for Life": How Moen has Repositioned Itself through Consumer-Driven Innovation and Branding
Bruce Carbonari, Chairman and CEO, Moen Gianfranco Zaccai, President, Design Continuum

The Importance of Design in the Work Environment: Its Effect on Employee Attitude and Corporate Identity
Eric Bedell Co-Founder, President and CEO, Parable

From Vision to Reality: Partnering with a Design Firm to Create a New Company
Joline Godfrey, Founder and CEO, Independent Means Kit Hinrichs, Partner, Pentagram

Using Design to Energize Your Brand
Clifford Hudson, CEO, Sonic Corporation Peter Dixon, Partner, Lippincott & Margulies

Exploring Product Planning through a Business Academic Collaboration
Alex Lee, Vice President and Managing Director, OXO International Farshad Rafii, Professor, Babson College

The Great Design Shift
Bruce Nussbaum, Editorial Page Editor, Business Week

Reflections on Interdisciplinary Product Development Education: MIT and RISD Collaboration
Steven Eppinger, Associate Prof. of Management, Sloan School of Management, MIT Kevin Gallagher, Instructor, Rhode Island School of Design

Using Experiential Marketing to Promote Innovations
Bernd Schmitt, Associate Professor of Marketing, Columbia Business School

Structured Design Planning: Information-Age Tools for Product Development
Charles Owen, Distinguished Professor of Design, Institute of Design, Illinois Institute of Technology

Corporate Design Foundation wishes to thank IBM Corporation, Potlatch Corporation and Pentagram Design for their sponsorship of this Conference.

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