Abstract
Business innovation is one of the factors driving a company for providing values for stakeholders toward sustainable competitive advantages. The mentioned values vis-à- vis not merely internal stakeholders, but also external stakeholders. Subsequently, this paper elaborates grand theory within stakeholders theory. The mentioned sustainable competitive advantages are achieved through the disruptive innovation that revamps the constellation of sustainable competitive advantages. The disruptive innovation is implemented and intertwined through industry 4.0 that covers trilogy of physical, digital, and biology. Subsequently, the mentioned implementation is geared toward benefits of Making Indonesia 4.0 through Indonesia local wisdom and setting. Precisely, it further elaborates the Product Design Engineering (PDE). This PDE discipline incorporates the concept of its evolutionary theories from cognitive psychology; human factors in product design; Kansei engineering; emotional design; affective engineering; and user experience design.
 Keywords: affective engineering; cognitive psychology; disruptive innovation; Kansei engineering; user empathy
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