ABSTRACT
In the 'aristocratic kingdom' of luxury, styling confers competitive advantage in a world where brands joust with each other to conquer and maintain their impression of 'premium', and even 'sublime'. By delivering cross-cultural, lifestyle-anticipating premium concepts and propositions, the High Design approach produces deep engagement with all stakeholders, both customers and people in general. In contrast to natural scatter that we find in Italy the High Design process comprises a structurally formalized arrangement and flow. High Design steers innovation across the entire company portfolio. Since its birth in 1891, Philips has always tried to associate itself with light, and the experience of light. For most hospitals, technical functionality rather than user experience is the rule. High End products need the aura of styling to be positioned on the higher rung of the product ladder. Stefano Marzano's High Design brings vibrancy to the world of business.
