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date: 09 July 2020

Abstract and Keywords

Studies of innovation management have often focused their investigations on two domains: technologies and markets. Technological innovation has been capturing most attention, especially as far as radical technological change is concerned. Design has recently gained much attention among practitioners and scholars as a source of innovation. Still, the role of design in innovation and competition remains a rather young (preparadigmatic) area, with blurred boundaries and often unclear or contrasting perspectives. In this chapter we aim to provide a theoretically solid and empirically grounded view on design from a very specific angle: design as a source of innovation. The chapter first defines what innovation driven by design is and how it stands apart from other approaches of innovation. It shows that design is related to the innovation of the meaning of products and services: an innovation that concerns the purpose, the ‘why’ people use things, rather than the functionality and performance of products (i.e. the ‘what’ and ‘how’).

Keywords: design, design-driven innovation, innovation of meanings

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