Design Driven Innovation Essay examples

1335 Words 6 Pages
1. Introduction
“Design Driven Innovation” (Verganti, 2009) or “Design Inspired Innovation” (Utterback et al., 2006), a concept of design-oriented (or novel meaning oriented) product/service planning, is now widely recognized as one of the most competitive business creation approaches. This approach focuses concept oriented product development to bring a novel meaning into the product, as represented by iPod (Apple Inc.), Allesi’s kitchen wares (Allesi S.p.A.) and Wii (Nintendo Corp.). A unique product concept and a consistent strategy overcome various market barriers or technological obstacles. Indeed, iPod established a new virtual market for the music industry, Swatch turned watches into daily dress-up accessories from lifelong
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1. Introduction
“Design Driven Innovation” (Verganti, 2009) or “Design Inspired Innovation” (Utterback et al., 2006), a concept of design-oriented (or novel meaning oriented) product/service planning, is now widely recognized as one of the most competitive business creation approaches. This approach focuses concept oriented product development to bring a novel meaning into the product, as represented by iPod (Apple Inc.), Allesi’s kitchen wares (Allesi S.p.A.) and Wii (Nintendo Corp.). A unique product concept and a consistent strategy overcome various market barriers or technological obstacles. Indeed, iPod established a new virtual market for the music industry, Swatch turned watches into daily dress-up accessories from lifelong adornment and Wii intercalated a novel controller, which provides a completely fresh experience for users and expands game players to senior citizens.
Design driven innovation is not isolated from technology innovation, but includes interactions with technology. For example, Verganti(2009), analysing four cases (Wii of Nintendo Corp., Swatch, iPod of Apple Inc. and ST Micro Electronics), revealed that an industrial design feature unveils substantial value of technology innovation, and even in the high technology firm design is a core driver of technological breakthrough. These cases imply not only industrial design features contribute user’s cognition of the meaning of the technology innovation (see, Rindova and Petkova, 2007), but also designs
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