商品敘述：

Thanks to the collaboration that the internet has made possible and the open innovation that it has spurred, we live in a world where ideas and solutions are abundant. The main challenge facing innovation managers today is how to take advantage of this wealth of opportunities, says the author, a professor of innovation management. He contends that being first to launch a new technology is less important than being first to envision its greatest untapped market potential. Most companies focus on employing new technologies to better serve customers'' existing needs. Those that have technology epiphanies strive to create products and services that will provide customers with a completely new reason to buy a product. Well-known examples include Nintendo, with the Wii; Apple, with the iPod; and Swatch, with its fashionable and affordable watches. Verganti explains how companies can systematically produce technology epiphanies. He illustrates the process with the story of Philips Electronics'' creation of Ambient Experience for Healthcare, a system that uses LED displays, video animation, radio-frequency identification sensors, and sound-control systems to relieve the anxiety of patients undergoing CT, MRI, and other scans, creating an alternative to the risky, time-consuming, and costly practice of sedation.

涵蓋領域：

Health care and treatment;Innovation;Technology and analytics;Product development

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