Students from the International Master in Multichannel Marketing Management had the chance to be part of the Innovation Design class held by Pr. Roberto Verganti. Professor Verganti, author, self-entrepreneur, is also a researcher in the Innovation field specialized in product innovation.
How can one successfully transform a business? Let’s look at one of the most dramatic and successful business transformations in recent history: Microsoft’s creation of the Xbox in 2000. How is it possible that a giant like Microsoft, totally focused on software and with business clients and productivity applications its stronghold, decided to dive into a world of hardware, young consumers, and entertainment? How did it happen that Microsoft developed
How was it possible that a giant like Microsoft, totally focused on software, with a strong hold on business clients and productivity applications, decided to dive into a journey made of hardware, young consumers, and entertainment? How did it happen that Microsoft developed a totally new platform, the Xbox, with an operative system that was incompatible with Windows, its incumbent core technology?