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7 of 7 people found the following review helpful:
5.0 out of 5 stars
She Gets It,
By
This review is from: Imagining Consumers: Design and Innovation from Wedgwood to Corning (Studies in Industry and Society) (Paperback)
As someone who has been in retail for 20 years, I get tired of authors showing businesses manipulating, deceiving and hoodwinking the public to create demand. The reality is far more complex and what most businesses really do is spend enormous energy trying to figure out what consumers want so they can give it to them. Blaszczyk understands this. The book is series of case studies in the glass and ceramics industries that show the intersections between R&D and marketing, retailers and manufacturers, and creative types and middle managers, all of which is dedicated to trying to figure out what consumers want in an endless feedback loop. While the focus of the book is on the 19th and early 20th centuries, the examination of the process of innovation is timeless.
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Imagining Consumers: Design and Innovation from Wedgwood to Corning (Studies in Industry and Society) by Regina Lee Blaszczyk (Paperback - June 19, 2002)
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