• by Gavin O'Malley  @mp_gavin, July 27, 2005

Shooting for synergy, BusinessWeek Online launched a new innovation and design section this week to accompany the magazine's Creative Corporation report now on newsstands. Kathy Rebello, the Web site's new editor-in-chief, said the "channel" addresses the keen aspirations of businesses to stand out in an increasingly crowded and commoditized marketplace.

"As markets mature and products become more commoditized, innovation and design are becoming must-have competencies for corporations," Rebello said.

The site offers a host of features currently available to Web publishers--clean graphics and photo slideshows, in-house blogs, and interactive features like those included in the section's "Game Room" category. There visitors can review, rate, and even test new video games as they come to market. Acknowledging how in demand on-demand video content is at the moment, Rebello also said she was working on expanding the site's current reserves.

"Car Buff," another one of the section's subcategories, chronicles the sea changes currently roiling Detroit. It also includes customer satisfaction rankings by J.D. Power. Other subcategories include "Brand Equity," featuring the 100 Best Global brands, unique product placements and branding case studies, and "Architecture," which documents that industry's trends and standouts.

The innovation and design channel will include a steady infusion of columns from design experts including Roger Martin, dean of the Rotman School of Management, the Design Continuum's Gianfranco Zaccai, and Tim Brown, president of the worldwide design firm IDEO.

A number of organizations including Architectural Record and the Industrial Designers Society of America will also provide content. The Innovation and Design section joins BusinessWeek Online's existing sections including "Investing," "Global Biz," "Technology," "Small Biz," "B-Schools," and "Careers."