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ENTREPRENEURIAL VISION: Making Enthusiasm and Opportunity Coincide into Design
Author(s) -
Cova Bernard
Publication year - 1996
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1996.tb00626.x
Subject(s) - enthusiasm , premise , work (physics) , aesthetics , product (mathematics) , business , sociology , management , marketing , economics , epistemology , engineering , art , psychology , philosophy , social psychology , mechanical engineering , mathematics , geometry
INSPIRATION! In the rational world of business, the term is barely whispered. But if we stress “designing the experience,” then inspiration can provide valuable input. Given this premise, Bernard Cova evaluates two European companies that exploited the design inspirations of their executives as gateways to profitable product development. He critiques the contributions toward making this management philosophy work and proposes that corporations can only benefit by being open to leadership from artist‐entrepreneurs.