The Business Design Cube: Converging Markets, Society, and Customer Values to Grow Firms Competitive in Business


“‘Design Cube’ is a contemporary portrayal of business modelling process aimed at businesses growth within social ecosystem. Co-creating business models and coevolving businesses in the marketplace is the new normal today. This book introduces an integrated approach through triadic domains of market, society, and customer values in business modelling for analyzing innovation-management and business design. A good read for everyone in business.”–Tanya Zlateva, PhD, Dean, BU Metropolitan College, Boston University
“Convergence of societal and customer values with business modelling process is central to the innovative ‘Design Cube’ concept. This book blends cognitive values, social strategies and marketing processes with design thinking to build hybrid knowledge with live examples. Overall, this is an insightful contribution.” Angappa Gunasekaran, PhD, Dean and Professor, School of Business and Public Administration, California State University
“’Design Cube’ provides a true playbook for readers interested in business growth and strategic advantage. With co-creation of business models becoming an imperative for customer-centric companies, this book brings together concepts at three different levels including individual, market, and society in order to develop an integrative framework. A good read for practitioners to create distinctive customer value and implement a winning strategy.” –Raj Echambadi, PhD, Dunton Family Dean D’Amore-McKim School of Business Northeastern University
This book discusses the three facets of the design-cube identified as design-to-market, design-to-society, and design-to-value through theoretical foundations, design arguments, managerial analysis, and best practices of companies. The design-to-market concept has been critically examined for customer-centric companies with focus on the current trend of coevolution and crowdsourcing approaches that drives the companies to practice critical thinking.

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About the Author(s)


Rajagopal is professor of marketing at EGADE Business School at Tecnologico de Monterrey, Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, L…

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Pub Date

March 17, 2021





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