Design as a strategic competence for continuous innovation Enzo Baglieri Operations and Technology Management Unit SDA Bocconi School of Management, Bocconi University Via Bocconi 8, 20136 Milan – Italy Ph.# +39 02 58366804 – Fax # +39 02 58366891, E-mail: enzo.baglieri@sdabocconi.it Silvia Zamboni (corresponding author) Operations and Technology Management Unit SDA Bocconi School of Management, Bocconi University Via Bocconi 8 – 20136 Milan - Italy Ph.# +39 02 58362090 – Fax # +39 02 58366891, E-mail: silvia.zamboni@sdabocconi.it Raffaele Secchi Operations and Technology Management Unit SDA Bocconi School of Management, Bocconi University Via Bocconi 8 – 20136 Milan - Italy Ph.# +39 02 58366805 – Fax # +39 02 58366891, E-mail: raffaele.secchi@sdabocconi.it Lucia Rampino Politecnico di Milano – INDACO Department Via Durando 38/A – 20158 Milan – Italy Ph.# +39 02 23995986 – Fax # 39 02 23995986, E-mail: lucia.rampino@polimi.it International DMI Education Conference Design Thinking: New Challenges for Designers, Managers and Organizations 14-15 April 2008, ESSEC Business School, Cergy-Pointoise, France