This book examines how to optimize design management processes in order to produce innovation within organizations. It first looks at how to harvest a culture of design and then examines topics specific to product and service design. Individual chapters provide anecdotes drawn from leading design-oriented firms, and bestpractices based on cutting-edge, scientific research. This book's unique blend oftheory and application will offer students, scholars, and managers valuable insight on how organizations can revolutionize their design processes and leverage their approach to create groundbreaking products and services.