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Several studies show that identity is a critical success factor in design-intensive industries, leading managers and executives to identify solutions that enable firms to simultaneously innovate while preserving their link with the past. Accordingly, scholars have recently revealed the role of the so-called innovation through tradition strategy. Thus, the purpose of this study/paper is to understand how design intensive firms may exploit knowledge pertaining to the past.

The research contributes to this line of inquiry by conducting a longitudinal analysis of two leading Italian design-intensive firms, B&B Italia and Cassina S.p.A. Specifically, through almost 30 h of interviews with 11 key informants and the analysis of various secondary sources, a unique database of over 900 products covering the period of 1960-2016 was developed.

The findings reveal that both firms leverage knowledge from the past mainly to preserve firm identity, as indicated by the two indicators used to capture the use of knowledge pertaining to the past (i.e., design tradition intensity and design tradition depth). In addition, the study shows that the values of these indicators significantly increase when ownership control shifts from family-based to fund-based.

The paper looks at design artifacts as a source of knowledge, exploring how they can support firms in reinforcing their identity. The original contribution to the design through traditional literature is in unveiling the product signs dimension of this particular innovation strategy.

Design approaches to innovation are booming in both the academic and practitioner worlds. Tech giants are proposing different methodologies to develop technological innovation leveraging design principles, for example, Amazon with working backward and Google with Design Sprint. However, little is known on the role of these methodologies in managing the knowledge translation among different stakeholders. This paper aims to investigate how Design Sprint approaches can face digital challenges and foster collaborations.

Through interviews and participatory observations of ten exploratory cases of SME adoption of the Design Sprint methodology, data were collected, organized, clustered and then validated. Furthermore, by adopting a configuration theory perspective, the data have been processed to contribute to the emergence of two Design Sprint organizational taxonomy.

Competences, type of design challenge and the process followed emerge from the cases as key drivers of different Design Sprint configurations. Moreover, the configuration theory helped in identifying two Design Sprint taxonomies named Willing and Wondering configurations. Finally, the paper provides managers with practical guidelines on how to leverage these configurations to make this approach more effective for SMEs and how this method helps the knowledge translation.

The value and originality of the paper are in defining Design Sprint from a theoretical point of view and offering practical guidelines on how to adapt it to the particular context of collaborative digital environments of SMEs. Moreover, it contributes to enlarging the relevance of configurational theory in the creative industries.

Mastering innovation in highly regulated markets might require companies to overcome significant barriers. Rules, laws and limitations on social, economic and institutional dimensions can hinder the ability of a company to transfer knowledge within and across organizational boundaries. However, as recent research in innovation management increasingly advocates user involvement and early understanding of user needs as best practices, the inability to freely interact with customers due to highly regulated market restrictions can hinder the company’s capability to innovate. Hence, this paper aims to shed light on how an emerging managerial approach, such as Design Sprint, can support companies operating in highly regulated markets to overcome user involvement limitations and boost human-centered innovation.

This paper sheds light on how to boost innovation in a highly regulated market by leveraging an in-depth case study. The study investigates the use of the Design Sprint approach adopted by the pharmaceutical multinational Johnson & Johnson to revise the way its R&D department orchestrates the new product development process, overcoming the user involvement challenges of highly regulated markets.

In analyzing six different projects undertaken in the past two years, the findings illustrate three microfoundational dimensions of the Design Sprint approach in highly regulated markets, the so-called 3T model: team, time and tools. Indeed, deploying the Design Sprint in a highly regulated market has proven that being able to experiment in the early stages, building rough prototypes in real-time and openly collaborating with partners is crucial to boost innovation and anticipate constraints.

The paper sheds light on the Design Sprint approach by initially grounding an emerging managerial approach on organizational and management theory, leveraging the lens of microfoundations. In doing so, this study suggests how Design Sprint is based on the pillars of experimentation, knowledge transfer and co-creation usually neglected in highly regulated markets where user involvement is challenging. Finally, this study discloses the importance of using a design-based methodology in fostering innovation in highly regulated markets.