Exploring the role of 'outsider' interpreters in the development of design-driven innovations
by Marta Morillo; Claudio Dell'Era; Roberto Verganti
International Journal of Technology Intelligence and Planning (IJTIP), Vol. 10, No. 3/4, 2015

Abstract: The growing attention to design as a strategic asset has recently triggered interest from scholars and executives in exploring the link between design, technology and management. Design-driven innovation addresses the symbolic and emotional value of products through a collaborative research process. Although literature recognises the importance of new partnerships, research on how firms manage them is yet scarce; in particular, interpreters with a significantly different profile from the ones in their existing network. This paper investigates the collaborative practices of a design-driven furniture manufacturer with a technology-driven 'outsider' interpreter. The study suggests that a decentralised model of the interpreters' network better suits the case of outsider partners, and highlights managerial practices for creating new innovation networks. Although findings are representative of our specific case, we believe they are relevant enough in the design-driven innovation and open innovation domains. Additional research will contribute to further elucidating the implications of collaborating with outsiders.

Online publication date: Thu, 30-Jul-2015

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