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1 – 10 of over 80000Heleen De Goey, Per Hilletofth and Lars Eriksson
The concept design-driven innovation focuses on innovating product meanings. It has been studied from a variety of perspectives and contexts since the early 2000s. However, a…
Abstract
Purpose
The concept design-driven innovation focuses on innovating product meanings. It has been studied from a variety of perspectives and contexts since the early 2000s. However, a complete overview of the literature published in this area is currently missing. The purpose of this study is to provide a comprehensive understanding of how design-driven innovation contributes to value creation in product development.
Design/methodology/approach
In this systematic literature review, 57 papers and book chapters that cover design-driven innovation were identified and analyzed. An iterative coding process was followed to derive five facets of design-driven innovation that contribute to value creation.
Findings
Design-driven innovation creates value by focusing on the intangible values of products. The following five facets of design-driven innovation that contribute to value creation were identified: development of new product meanings, knowledge generation, actors and collaborations, capabilities and process. These facets and their interrelations are presented in a theoretical framework.
Practical implications
The main practical implication of this study is that it is now clear that the five facets of design-driven innovation are interrelated and reinforce each other. Therefore, companies need to approach design-driven innovation from a holistic perspective.
Originality/value
This paper contributes to theory by presenting the theoretical framework that provides an overview of available knowledge and that creates a context for future research.
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Federico Artusi and Emilio Bellini
The innovation of meaning paradigm is a strategy to radically innovate product and service meanings. While researchers have focussed on the role of product and retail space…
Abstract
Purpose
The innovation of meaning paradigm is a strategy to radically innovate product and service meanings. While researchers have focussed on the role of product and retail space meanings as interlinked in the pursuit of innovation, no investigation has been directed towards understanding when the two meanings differ. This research explores how companies can manage two different meanings offered through their retail services and the products sold.
Design/methodology/approach
Due to the highly intangible and subjective nature of meaning, as well as the exploratory aim of the research, a case study approach has been adopted. In particular, the research compares two case studies of similar companies in the beauty industry. Data were triangulated across three different sources: a panel of experts, ethnographic research in the two companies' stores and extensive academic and practitioner publications.
Findings
Findings suggest that innovating the service meaning can be a viable strategy to differentiate a retail offering the product meaning which is no longer perceived as different with respect to competitors.
Originality/value
The study applies the innovation of meaning concept to retail services, distinguishing the meaning given to the store from that given to products, thereby offering managers a strategy to innovate a suffering retail format.
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Teresa J. Domzal and Jerome B. Kernan
Analyses successful international ads for alcoholic drinks,cigarettes and corporate identity to determine the core meanings foreach product. Argues that these meanings constitute…
Abstract
Analyses successful international ads for alcoholic drinks, cigarettes and corporate identity to determine the core meanings for each product. Argues that these meanings constitute “cultural definitions” of the products, and that they represent a significant aspect of marketing information. Concludes that the meaning exemplars discerned in each category define parameters for advertising appeals, but still leave a lot of decision latitude about how to target within the market.
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Hannele Kauppinen‐Räisänen and Harri T. Luomala
The impact of colour is acknowledged, yet empirical studies on colours with marketing implications are rare. The paper seeks to advance our understanding of the role of package…
Abstract
Purpose
The impact of colour is acknowledged, yet empirical studies on colours with marketing implications are rare. The paper seeks to advance our understanding of the role of package colours in consumers' product experiences by studying the relationship between colour meanings and product. It also aims at offering insights into the meanings associated with colours in a product context.
Design/methodology/approach
Understanding of package colours was elicited by applying the preference‐consumption difference interview technique. The data were analysed applying means‐end chain. Accordingly, it was possible to detect, not only the multifunction played by package colours, but also meanings that colours conveyed at different abstraction level. As colour research within marketing was fragmented and no such colour theory exists, the paper developed a theoretical framework for the paper.
Findings
Based on the evidence, the proposed framework is further elaborated so that it could better capture the connections between colour and consumers' product experiences. Hence, the paper supports the significance of the functions emphasised by past research and uncovers the qualitative connections between packages colour meanings and product type.
Research limitations/implications
Future research should extend the size of the sample, types of products, geographical area, and colours.
Practical implications
The evidence shows that colours should be carefully considered when launching new brands or, indeed, when brand packages are redesigned, the multifunction of colours should be taken into consideration.
Originality/value
The paper covers an area neglected by past research, which has implications for understanding consumers' brand preferences.
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Thomas A. Baker III, Kevin K. Byon and Natasha T. Brison
The purpose of this paper is to determine whether negative meanings consumers attribute to a corporation transfer to the endorser and to examine the moderating effects of…
Abstract
Purpose
The purpose of this paper is to determine whether negative meanings consumers attribute to a corporation transfer to the endorser and to examine the moderating effects of corporate-specific and product-specific negative meanings on an endorser’s credibility.
Design/methodology/approach
Following a protocol designed by Till and Shimp (1998), two experiments were conducted to examine if meaning transfer exists (experiment 1) and if meaning type moderates reverse meaning transfer (experiment 2). A doubly repeated multivariate analysis of variance was conducted to investigate changes in the endorser’s credibility and attitudes toward the brand.
Findings
The results revealed that the negative meanings consumers associated with these corporate crises influence consumer perceptions of the endorser as well as attitude toward the brand.
Research limitations/implications
This finding supports the position that meaning type moderates reverse meaning transfer and may explain variances in the literature on the significance of reverse meaning transfer. Based on these findings, brand crises have a negative effect on the endorser’s credibility.
Practical implications
The results lead the authors to suggest that endorsers as well as marketers should closely scrutinize brand partnerships, as the relationship may positively and negatively influence consumer perceptions of the athlete endorser.
Social implications
Based on the findings from this study, brand managers need to appreciate differences in brand crisis type by tailoring brand image remediation strategies to fit the type(s) of meaning(s) associated with a specific controversy.
Originality/value
The results from the current study add, significantly, to the literature by being the first to evidence that different meanings associated with different types of brand crises produce different attitudes toward the brand.
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Michael W. Allen, Sik Hung Ng and Marc Wilson
The present studies provide support for a functional approach to instrumental and terminal values and the value‐attitude‐behaviour system. Study 1 surveyed individuals’ human…
Abstract
The present studies provide support for a functional approach to instrumental and terminal values and the value‐attitude‐behaviour system. Study 1 surveyed individuals’ human values, the type of meaning to which they prefer to attend in products (i.e. utilitarian or symbolic), and how they choose to evaluate the products (i.e. a piecemeal or affective judgement). The study found that individuals who favoured instrumental to terminal human values showed a predisposition to attend to the utilitarian meanings of products and make piecemeal judgements. In contrast, individuals who favoured terminal over instrumental values preferred symbolic meanings, affective judgements, and human values in general. Study 2 found that individuals who favoured instrumental to terminal values had stronger instrumental attitudes towards cars and sun‐glasses. The results suggest that: psychological functions are not limited to attitudes or human values but span the breadth of the value‐attitude‐behaviour system; that two such psychological functions are instrumental and expressive; and that instrumental and terminal values serve instrumental and expressive functions, respectively.
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Studies on cross-culture marketing often focus on either localization or globalization strategies. Based on data from pre-communist China (1912–1949), product hybridization …
Abstract
Purpose
Studies on cross-culture marketing often focus on either localization or globalization strategies. Based on data from pre-communist China (1912–1949), product hybridization – defined as a process or strategy that generates symbols, designs, behaviors and cultural identities that blend local and global elements – emerges as a popular intermediate strategy worthy of further inquiry. After examining the mechanisms and processes underlying this strategy, a schema for classifying product hybridization strategies is developed and illustrated. The paper aims to discuss these issues.
Design/methodology/approach
Critical historical research method is applied to historical data and historical “traces” from pre-communist China’s corporate documents, memoirs, posters, advertisements, newspapers and secondhand sources.
Findings
Strategic interactions between domestic and foreign companies in pre-communist China fostered products and a city (Shanghai) containing Chinese and non-Chinese elements. Informed by historical traces and data from pre-communist China (1912-1949), a 2 × 2 classification schema relating company type (i.e. foreign or domestic) to values spectrum endpoint (i.e. domestic vs foreign) was formulated. This schema reflects the value of communication, negotiation and cultural (inter)penetration that accompanies cross-culture product flows.
Research limitations/implications
Cross-culture marketing strategies meant to help companies satisfy diverse marketplace interests can induce a mélange of product design elements. Because product hybridization reflects reciprocity between domestic and foreign companies that embodies multiple interests and contrasting interpretations of product meanings, researchers should examine globalization and localization synergistically.
Practical implications
Strategies adopted by domestic and foreign companies in pre-communist China (1912–1949) can help contemporary companies design effective cross-culture marketing strategies in a global marketplace infused with competing meanings and interests.
Originality/value
Examining historical strategies adopted in pre-communist China (1912–1949) can inform contemporary marketers’ intuitions. Understanding product hybridization in global marketplaces can improve marketing efficiency.
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Luyao Wang, Guannan Qu and Jin Chen
The purpose of this study is to conceptualize the paradigm of meaningful innovation (MI) by exploring the theoretical basis, identifying its core concepts and key processes, and…
Abstract
Purpose
The purpose of this study is to conceptualize the paradigm of meaningful innovation (MI) by exploring the theoretical basis, identifying its core concepts and key processes, and supporting it with evidence from leading world-class enterprises.
Design/methodology/approach
Based on a systemic literature review on the evolution of innovation paradigms, this study builds a conceptual framework to explicate the core concepts and process of MI. Moreover, a horizontal embedded case study of GREE electric appliances is conducted to further enrich, refine and support the proposed framework.
Findings
The main finding of this study is that MI could be regarded as a process of integrating innovation elements (resources, capabilities, systems, etc.) with internal and external innovation meaning to obtain outcomes with both economic value and social significance. As a “long-termism” paradigm with meaning identification and conversion as its core, MI is driven by the collaboration of “deductive mechanism” and “reflective mechanism.”
Originality/value
Based on the previous studies concerning innovation paradigms on the internal and external meaning, this paper proposes an integrated framework of MI. In this framework, enterprises can consider internal and external meanings through deductive and reflective mechanisms, to better coordinate resources, capabilities, institutions, markets and other factors to achieve higher innovation performance.
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Silvia Sanasi, Daniel Trabucchi, Elena Pellizzoni and Tommaso Buganza
Innovation dynamics have been the object of study of several researchers, focusing in particular on technological innovation and the emergence of a dominant design. However, these…
Abstract
Purpose
Innovation dynamics have been the object of study of several researchers, focusing in particular on technological innovation and the emergence of a dominant design. However, these models have been challenged by how the pervasiveness of digital technologies is speeding up the pace at which innovation evolves. On the other hand, a growing body of literature in innovation management has started underlining the relevance of new product and service meanings as a source of innovation.
Design/methodology/approach
This research aims to study the different innovation dynamics within an industry, investigating not only how companies react to fast-changing functional advancements but rather how their behavior changes as shifts in meaning occur. To properly assess the phenomenon, this longitudinal study analyzes the social media industry, strongly subjected to continuous functional advancements, through a deep dive in the 160 innovations introduced between 2003 and 2017 by the eight leading players in the industry.
Findings
Our results illustrate the co-existence of different approaches to innovation within an industry and hint that consequent and fast cycles of innovation in both functionalities and meanings discourage the emergence of a dominant design.
Practical implications
Our results help managers and innovators acknowledge the possibility to leverage not just on the technological dimension of innovation but also the reason why people use a given product or service, innovating its meaning. Furthermore, our results recognize the co-existence of different innovation streams upon which innovators can act.
Originality/value
This research contributes to the extant literature in innovation management, extending the classical models of innovation dynamics by including the evolution of innovations of meaning in relation to technological innovation.
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