The Design of Business: Why Design Thinking is the Next Competitive Advantage | Study Guide

Roger L. Martin

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Course Hero. "The Design of Business: Why Design Thinking is the Next Competitive Advantage Study Guide." Course Hero. 7 Dec. 2020. Web. 19 Jan. 2022. <https://www.coursehero.com/lit/The-Design-of-Business-Why-Design-Thinking-is-the-Next-Competitive-Advantage/>.

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Course Hero. (2020, December 7). The Design of Business: Why Design Thinking is the Next Competitive Advantage Study Guide. In Course Hero. Retrieved January 19, 2022, from https://www.coursehero.com/lit/The-Design-of-Business-Why-Design-Thinking-is-the-Next-Competitive-Advantage/

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Course Hero. "The Design of Business: Why Design Thinking is the Next Competitive Advantage Study Guide." December 7, 2020. Accessed January 19, 2022. https://www.coursehero.com/lit/The-Design-of-Business-Why-Design-Thinking-is-the-Next-Competitive-Advantage/.

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Course Hero, "The Design of Business: Why Design Thinking is the Next Competitive Advantage Study Guide," December 7, 2020, accessed January 19, 2022, https://www.coursehero.com/lit/The-Design-of-Business-Why-Design-Thinking-is-the-Next-Competitive-Advantage/.

The Design of Business: Why Design Thinking is the Next Competitive Advantage | Key Figure Analysis

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Roger L. Martin

Roger L. Martin wrote The Design of Business: Why Design Thinking Will Be the Next Competitive Advantage to explain why some businesses are able to continually reinvent themselves while others wither away and die. He gives the businessperson a road map for creating a design-thinking culture.

Jennifer Riel

Jennifer Riel edited The Design of Business: Why Design Thinking Is the New Competitive Advantage and was the primary researcher for the book. Riel is the associate director of the Desautels Centre for Integrative Thinking which is a department dedicated to the art of problem-solving for businesses. The center is part of the Rotman School at the University of Toronto.

Ray Kroc

Ray Kroc saw potential in what the McDonald brothers were doing with the restaurants they opened in San Bernardino, California. Kroc helped the brothers strip away all the guesswork of running the business and standardized everything about McDonald's. This enabled the restaurant to grow from a small local chain to a global fast-food giant.

Maurice McDonald

Maurice McDonald had a drive-in in San Bernardino, California, with his brother Richard McDonald which they opened in 1940. It quickly became popular but within a decade Maurice and his brother had to figure out a different business model for the restaurant. The families he wanted to serve were eating elsewhere. The brothers received help from Ray Kroc who standardized everything about their business.

Richard McDonald

Richard McDonald was one of the famous McDonald brothers who opened a drive-in in San Bernardino, California, in 1940. The business went well for ten years and then Richard and Maurice McDonald needed to make a change due to declining sales. The brothers sought the help of Ray Kroc who helped standardize their entire business.

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