The Business Times

Antoine Besseyre des Horts

An Apple store in London. The decline of Nokia and BlackBerry following the launch of Apple's iPhone in 2007 is a concrete example of what can happen to an industry’s dominant player when a new offering radically challenges the status quo.
THE BROAD VIEW

Companies neglect design at their own risk

To gain and keep mind share, businesses must realise how design is critical to build brand equity, ensure differentiation and drive innovation

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