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An interview with the CEO of a leading Italian design firm – The McKinsey Quarterly – interview CEO Italian design firm – Strategy – Innovation

An interview with the CEO of a leading Italian design firm – The McKinsey Quarterly – interview CEO Italian design firm – Strategy – Innovation.

Talks about how products are decided at Alessi. Not through “market research”, but through a score system:

  1. Sensation, memory and imagination (SMI)
  2. How people can use the object to communicate with other people
  3. Function
  4. Price

cultivating-innovation-an-interview-with-the-ceo-of-a-leading-italian-design-firm-alessi-from-mckinsy-quarterly

February 18th, 2009 | Tags: , , , | Category: Entrepreneur, Management

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