Putting a Hard Edge ON SOFT VALUES: The Higher Order of Cross‐Functional Multidisciplinary Teams

FOR THE NETHERLANDS‐BASED Philips corporation, one person has made a big difference in its cross‐functional teams. As described in this analysis by Deanne Beckwith, Stefano Marzano's “High Design” strategy exploits a staff trained as facilitators to merge the insights of psychologists, anthropologists, and sociologists with recommendations from specialists in engineering, marketing, ergonomics, design, and materials science. The outcome is a product line with a distinctive cultural profile and a special emphasis on social and environmental responsibility