The Evolution of the Design-Inspired Enterprise (abstract free, article not free) in MIT Sloan’s Management Review is another article in the avalanche of recent business publications discovering design…

…companies such as Master Lock, Procter & Gamble, BMW and Cambridge SoundWorks have employed design research — including the use of multidisciplinary teams and a variety of ethnographic and psychophysiological techniques — to build organizationwide identification with the customers’ needs and aspirations, keeping everyone’s eyes on the same prize.