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A look inside the process of creating products

Creating is the rightful duty of a true entrepreneur. Furthermore creation, again within a company, is also involved when introducing a new product, with a particular design, devised to satisfy new consumers or to invent a market which did not exist before. However a strange thing happens: when looking inside the process which takes us from the idea to the product, we catch a glimpse of the entire nature of each company, its culture, its history, the story of its management and of its work force.

This look inside processes of this kind is an important exercise tried out by Michele Bottoni (a young economist and former student of Ca’ Foscari and the University of Ferrara, specialised in marketing), with his Design-driven Business. Quando lo spirito di innovazione anima la cultura d’impresa [“Design-driven business. When the spirit of innovation drives corporate culture”].Bottoni bases on an assumption: “design is a mechanism which foresees an exercise in translation, requiring a considerable creative and cognitive effort capable of generating innovation. Consequently the fundamental assumption on which this process is based is the recognition of tradition, and corporate culture, as intangible capital”.

For a better understanding of how this mechanism works in real life, the author explores the organisational structure of those firms which preserve the values of the small Renaissance workshop. Areas of excellence of Italian savoir-faire such as that of shoes, wood and iron come under the spotlight. Bottoni recognises firms as a “place of education in the language of the brand-DNA and the entrepreneur as a catalyst of unspoken knowledge, difficult to categorise”.

The fact that in corporate creation not everything can be classified is the lynchpin of the argument. Bottoni realises this and even says that true innovation in firms does not depend on rules but on the exceptions that confirm them. All this is in a creative process which accumulates knowledge from design project to design project, experiences brought about by market fluctuations and the change in corporate strategies and the social and cultural context within which the company operates.

Design-driven business. Quando lo spirito di innovazione anima la cultura d’impresa

Michele Bottoni

Zona, 2012

Creating is the rightful duty of a true entrepreneur. Furthermore creation, again within a company, is also involved when introducing a new product, with a particular design, devised to satisfy new consumers or to invent a market which did not exist before. However a strange thing happens: when looking inside the process which takes us from the idea to the product, we catch a glimpse of the entire nature of each company, its culture, its history, the story of its management and of its work force.

This look inside processes of this kind is an important exercise tried out by Michele Bottoni (a young economist and former student of Ca’ Foscari and the University of Ferrara, specialised in marketing), with his Design-driven Business. Quando lo spirito di innovazione anima la cultura d’impresa [“Design-driven business. When the spirit of innovation drives corporate culture”].Bottoni bases on an assumption: “design is a mechanism which foresees an exercise in translation, requiring a considerable creative and cognitive effort capable of generating innovation. Consequently the fundamental assumption on which this process is based is the recognition of tradition, and corporate culture, as intangible capital”.

For a better understanding of how this mechanism works in real life, the author explores the organisational structure of those firms which preserve the values of the small Renaissance workshop. Areas of excellence of Italian savoir-faire such as that of shoes, wood and iron come under the spotlight. Bottoni recognises firms as a “place of education in the language of the brand-DNA and the entrepreneur as a catalyst of unspoken knowledge, difficult to categorise”.

The fact that in corporate creation not everything can be classified is the lynchpin of the argument. Bottoni realises this and even says that true innovation in firms does not depend on rules but on the exceptions that confirm them. All this is in a creative process which accumulates knowledge from design project to design project, experiences brought about by market fluctuations and the change in corporate strategies and the social and cultural context within which the company operates.

Design-driven business. Quando lo spirito di innovazione anima la cultura d’impresa

Michele Bottoni

Zona, 2012