Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2020/2021
Scuola Scuola del Design
Insegnamento 097919 - BUSINESS INNOVATION
Cfu 6.00 Tipo insegnamento Monodisciplinare
Docenti: Titolare (Co-titolari) Bellini Emilio

Corso di Studi Codice Piano di Studio preventivamente approvato Da (compreso) A (escluso) Nome Sezione Insegnamento

Obiettivi dell'insegnamento

The aim of the course is to develop in students the ability to understand and master the design driven innovation processes, to develop strategic thinking, to engage stakeholders in projects in a constructive and finalized way, to define partnerships and to understand the basic elements of competition.

Risultati di apprendimento attesi

- know and understand the innovation processes with particular reference to the innovation generated by design and the related marketing strategies;
- know and understand the fundamentals of innovation management and business organization;
- knows how to define the broad structure of business model and business plan for new solutions, making macro-evaluations of economic and organizational feasibility.

Argomenti trattati

1. Introduction

Design has increasingly become a major competitive weapon in today’s competition. An increasing number of firms in fact have recognized the importance of design and design driven innovation as a mean to achieve a sustainable competitive advantage. Firms are also recognizing that in today’s business dynamics, where innovation has become the basic rule of competition, the core capability of managers is their attitude to activate and master the processes of innovation. Strategic thinking, vision creation, generation and management of innovation in highly uncertain environments, integration of networks of internal and external resources, teamworking, creativity, and leadership, are the core skills of tomorrow’s top designers and managers.

 1.1. Objectives

Participants to the Business Innovation course will develop a specific sensibility and capability to manage design driven innovation. More specifically they will become designers who:

–        Define strategies where design is a source of competitive advantage;

–        Are capable to capture and make hypothesis on technological trends, explicit and latent user needs, socio-cultural trends, together with a capability to interpret competitive dynamics in industries;

–        Generate and develop visions that are based on a deep understanding of the future dynamics of: competition, society, and technology;

–        Define marketing strategies that are appropriate for design driven innovations;

–        Define technology strategies that sustain design driven innovation with a strong and inimitable technological competence;

–        Manage innovation processes and projects, where design is a source of innovation;

–        Create organizational environments that foster creativity and learning;

–        Are capable to manage a firm as a crucial node within a network, by leveraging on both internal and external resources, exchanging knowledge and defining partnerships with multiple actors;

–        Have a special attitude to management in design intensive industries.

 1.2. Main contents

The course is composed by three parts:

Part 1 – Innovation Strategy and Innovation Process: innovation and competitive advantage; approaches to innovation: technology push, market pull (user centered design), design push (design-driven innovation) innovating business models, design-driven process and the Interpreters, organizing the new service-product development process.

Part 2 – New Service Concept Development: R&D on competitive contex and experiences of life, socio-cultural drivers, Design Driven innovation process phases, Principles and tools, interpreters, Business Model Canvas

Part 3 – Project Work: Designing New Meanings of a Service - cultural insight capture phase scenario building phase, concept development phase

 1.3. Professor

Emilio Bellini, 4091, emilio.bellini@polimi.it

Assistant: Silvia Eleonora Castellazzi, silviaeleonoracastellazzi@polimi.it

 1.4. Timing and room

Tuesday morning: 09.15-13.15 – Aula TBD 

 2. Rules

Coherently with its objectives, the course is organized around two main activities: lectures and projects. Specifically, projects will be developed by teams identified since the beginning of the course.

 2.1. Lectures

Each lecture faces a specific topic and is particularly interactive to the point that also the participation will partially influence the final evaluation. In order to facilitate the assessment of the students' participation each Team of Students (from 4 to 6 members) has to send detailed information in the first week of the course.

 2.2. Projects

During the course student teams will develop projects adopting the Design Driven approach in a real brief provided by retail companies. Projects will be developed through three different kinds of activities:

-    the cultural insight capture phase will be supervised by the professors and managed autonomously by the teams during visits in stores and cultural sites 

-    the scenario building phase will be managed during the Enlightening Workshop. The workshop will be organized and managed by the Professors;

–        the concept development phase will be managed during the Team Working Sessions . These sessions will be managed autonomously by the teams; Professors will be present as usual lecture and can support the teams. In other words these sessions can be interpreted as design reviews.

Student teams will present their concepts during the intermediate review and the final oral exam. Student teams have to send before the project report (maximum 10.000 words) adopting the following agenda:


  • State of the Art of Innovation in the business context (technology, customer experience meaning)
  • Competitive analysis of the industry in which the innovation has been launched (comparative analysis between the innovative company and the competitors)
  • Cultural Insight Capture: Shift of Cultural Models and Shift of Meanings
  • Small synthesis about the Enlightening Workshop
  • Description of the scenarios developed during the Enlightening Workshop: Technology, Customer Experience and Meaning


  • Interpreters and the Shift of Meaning
  • Lead users and the context of use
  • The concept: embodying the new meaning, experience, technology
  • Uniqueness (why your product is better than those of competitors)
  • Explaining the concept: metaphors, storyboard, billboard, moodboard, etc.
  • Service-Product features: functions, customer journey

2.3. Written exam

The written exams will be composed by open questions and small case studies.

  • 3. Didactic materials


    The didactic material is composed by:

    -  slides from lectures
  • -  readings
  • -  case studies
  • -  videos
  • -  project work documents (brief, templates, review, etc.)

The framework of materials will be updated after each lecture on:

  • http://beep.metid.polimi.it/
  1. Textbooks
  • Schilling MA (2010). Strategic Management of Technological Innovation. McGraw-Hill (Third Edition) [S];
  • Verganti R (2009). Design-Driven Innovation. Changing the Rules of Competition by Radically Innovating What Things Mean. Harvard Business Press, Boston [V]
  • References on Papers on Design Driven Innovation that will be provided during the lectures   

 The framework of materials will be updated after each lecture on:


Non sono richiesti pre-requisiti per la frequenza dell'insegnamento.

Modalità di valutazione

Written exam

The written exams will be composed by open questions and small case studies. 

Evaluation criteria

Final marks will be obtained according to the following criteria:

- Lectures: Class participation that will be related to the student's participation during the lectures and the the design reviews (each team will receive a unique mark)

(class attendance; proactive class participation; quality/not quantity of questions/answers, quality of case discussion)

- Project Work: Official Reviews and Final Report (each team will receive a unique mark)

(Intermediate Reviews and Final Report: Completeness, Correctness, Creativity, Readability)

- Final Individual Performance (each student will receive a unique mark)

(written test and oral discussion of course subjects and project delivery. The oral discussion will involve each group, with specific questions to the single members)


Other Information For No Class-based Students (Single Project Work)


A) Project presentation

Students need to define with professor a proposal/request of Project Work on development of a concept for new services/new products.

Evaluation of Project will be based on quality of project delivery:




•Written presentation

B) Final exam:

•Written Test and Oral discussion of course subjects and project delivery

Risorsa bibliografica obbligatoriaSchilling MA, Strategic Management of Technological Innovation, Editore: McGraw-Hill (Third Edition), Anno edizione: 2010
Risorsa bibliografica obbligatoriaVerganti R, Design-Driven Innovation. Changing the Rules of Competition by Radically Innovating What Things Mean, Editore: Harvard Business Press, Anno edizione: 2009
Risorsa bibliografica obbligatoriaCrawford M and Di Benedetto A, New Products Management, Editore: McGraw-Hill (Tenth Edition), Anno edizione: 2011

Software utilizzato
Nessun software richiesto

Forme didattiche
Tipo Forma Didattica Ore di attività svolte in aula
Ore di studio autonome
Laboratorio Informatico
Laboratorio Sperimentale
Laboratorio Di Progetto
Totale 50:00 100:00

Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua Inglese
Disponibilità di materiale didattico/slides in lingua inglese
Disponibilità di libri di testo/bibliografia in lingua inglese
Possibilità di sostenere l'esame in lingua inglese
Disponibilità di supporto didattico in lingua inglese

Note Docente
This program was developed to be delivered in a blended mode, in compliance with the safety protocols relating to the COVID-19 health emergency, available in July 2020.
In the event of changes in the security protocols, the timetable may be subject to changes: in particular in the event of overcoming the health emergency, the lessons may return to attendance.
More detailed information on the methods of provision and access, as well as the indications relating to security protocols and social distancing, will be available on the University and School website. Further details on teaching will be communicated by the teachers in the manner provided.
schedaincarico v. 1.9.7 / 1.9.7
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