Mastering Technologies in Design-Driven Innovation: How two Italian Companies made Design a Central Part of Their Innovation Process

Claudio Dell'era, Alessio Marchesi, Roberto Verganti

Research output: Contribution to journalJournal articleResearchpeer-review


Only a few companies have mastered the design-driven approach to innovation. This paper examines what it means to make design a central part of the business process, able to add value to products and create new markets. More specifically, it focuses on the interplay between the functional and semantic dimensions of a product. Case studies of two leading Italian companies in the furniture industry--Kartell and Luceplan--illustrate two principal interpretations of the role of technology in radical design-driven innovation: technology as an enabler of new product meanings for the customer, and the importance of supply networks that allow manufacturers to change product technologies quickly and experiment with new technologies.
Original languageEnglish
JournalResearch Technology Management
Issue number2
Pages (from-to)12-23
Number of pages11
Publication statusPublished - 2010
Externally publishedYes


  • Innovation Management
  • Innovations in Business
  • Knowledge Management
  • Product Management
  • Furniture Industry

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