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The Design of Business: Why Design Thinking Is the Next Competitive Advantage; Roger L. Martin, Harvard Business Press Books, 2009. Printed in Boston.

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Article

Business Design Arises

1Business Designer, Symnetics, São Paulo, Brasil


Journal of Business and Management Sciences. 2014, Vol. 2 No. 5, 103-104
DOI: 10.12691/jbms-2-5-2
Copyright © 2014 Science and Education Publishing

Cite this paper:
Anderson Penha. Business Design Arises. Journal of Business and Management Sciences. 2014; 2(5):103-104. doi: 10.12691/jbms-2-5-2.

Correspondence to: Anderson  Penha, Business Designer, Symnetics, São Paulo, Brasil. Email: anderson@symnetics.com.br

Abstract

This article highlights the importance for business to create value for itself and for society. In this process, businesspersons should give room for creative and intuitive thinking to help building value by integrating design thinking onboard. Its application to business has allowed designers to build new business models or to revolutionize new forms of doing business. By opening their minds, businesspersons can work in collaboration with the designers and co-create value for their companies and for society.

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