In a complex and unstable context, the value could be found not only in the product, but also in the machines, in the projects, in the communicated meanings, in the links, etc. The meaning and the message of things, what Krippendorff (2005) calls “design”, or in other words the semantic dimension carried out by products and by companies, is gaining even more value in the business to consumer market. Since there is no predefined meaning “attached” to facts, the sensemaking process has the objective to create meaning and build the context to support it. But most of the companies find themselves unable to ‘‘make sense’’ of and suitably respond to disruptions and discontinuities, rendering them to be insignificant and irrelevant to their businesses or being unable to break free from their established ways of doing business. To help in overcoming this stasis of the companies, we propose to look at the Verganti’s model of design driven innovation interpreting it through the lens of the business model molded by building blocks, in order to find a scheme to support companies in the processes of creating a new design (intended as a new meaning) not only of the products, but also of the cost structures, the networks, and so on, levering on the building blocks that form the business model. Two exemplar cases of radical meaning innovation has been selected to be compared. They are both cases of best practice in changing the meaning of the context and of the business model but they show an opposite approach to the market in terms of product range: Thun and Illycaffè. The present work has both an academic and a managerial value. From a literature point of view, the value is in expanding and connecting the literature on sensemaking and design driven innovation with the literature on strategy and business model. From a practitioners point of view, the present work suggests on which building blocks to act through sensemaking, knowledge creating and decision making about meanings and presents a matrix products/building blocks that suggests the post-design driven innovation strategies.

Design driven innovation: new meanings in the products or also in the business models?

BATTISTELLA C;DE TONI, Alberto Felice
2009

Abstract

In a complex and unstable context, the value could be found not only in the product, but also in the machines, in the projects, in the communicated meanings, in the links, etc. The meaning and the message of things, what Krippendorff (2005) calls “design”, or in other words the semantic dimension carried out by products and by companies, is gaining even more value in the business to consumer market. Since there is no predefined meaning “attached” to facts, the sensemaking process has the objective to create meaning and build the context to support it. But most of the companies find themselves unable to ‘‘make sense’’ of and suitably respond to disruptions and discontinuities, rendering them to be insignificant and irrelevant to their businesses or being unable to break free from their established ways of doing business. To help in overcoming this stasis of the companies, we propose to look at the Verganti’s model of design driven innovation interpreting it through the lens of the business model molded by building blocks, in order to find a scheme to support companies in the processes of creating a new design (intended as a new meaning) not only of the products, but also of the cost structures, the networks, and so on, levering on the building blocks that form the business model. Two exemplar cases of radical meaning innovation has been selected to be compared. They are both cases of best practice in changing the meaning of the context and of the business model but they show an opposite approach to the market in terms of product range: Thun and Illycaffè. The present work has both an academic and a managerial value. From a literature point of view, the value is in expanding and connecting the literature on sensemaking and design driven innovation with the literature on strategy and business model. From a practitioners point of view, the present work suggests on which building blocks to act through sensemaking, knowledge creating and decision making about meanings and presents a matrix products/building blocks that suggests the post-design driven innovation strategies.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11390/862068
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