Steven Chen is Associate Professor of Marketing at Mihaylo College of Business and Economics, California State University, Fullerton, USA. His principal research is centered on design thinking and new product development. His research has been published in scholarly journals such as the Journal of Product Innovation Management and the Journal of Business Research.

• 1 Introduction: The Design Imperative.- 2 Harvesting a Culture of Design: A Review of Organizational Design Research.- 3 Product Design Research: A Review.- 4 The Design Studio Approach.- 5 To Develop a Design Language (or Not).- 6 Design Teams Versus the Lone Designer.- 7 The Open Office: Google and the Modern Penitentiary.- 8 Design Thinking Approaches.- 9 The Product Life Cycle and Product Design.- 10 Designing Extraordinary Service Experiences.- 11 Design and Global Culture.- 12 Product Design Analytics.- 14 Conclusion: The Keys to Successful Design.