Design Meets Marketing: Service Innovation by Design

- Agenda
- Conference Summary
- Conference Presentations
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This conference is only members of Marketing Science Institute and Corporate Design Foundation.

Design has received growing attention as an important resource and catalyst for product innovation. However, the principles of design apply not only to physical products, but also to services. This conference, co-chaired by Peter Lawrence of the Corporate Design Foundation, will explore how emerging developments in the use of design and design thinking can lead to true innovation in services and customer experience. The focus of the conference will be on how user-centered design can help firms identify valuable service innovation. Case examples and relevant academic theory will be presented and discussed.