[ Placing Design-Driven Innovation in the Strategy of a Firm ]


Innovation of meanings, like innovation of technologies, may also be radical. And radical innovation of meanings is rarely pulled by users but is instead proposed by firms. [IN THE ILLUSTRATION In the woman’s hand: Alessi’s “Anna G.” corkscrew from the Family Follows Fiction product family.]

I spied “Anna G.” in a shop window. She was smiling to me, her mouth expressed a childish joy. She was wearing a combed dress in pastel colors. I picked it up in my hands[, and] her head was going up and down among her shoulders, and she waved towards me with long, thin chromium-plated ...

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