Outside‐inside‐out Frame Creation Model for the Innovation of Meaning in a B2B Industry

Abstract

This study developed a frame creation model for innovation of meaning involving the designer’s iterative outside‐in and inside‐out practices. The model includes four types of frames: organizational frame, intrinsic frame, interpreter frame, and user frame. The model allows us to understand that an engineer have an organizational frames and intrinsic frames inside themselves. This distinction revealed that engineers could not generate ideas by mobilizing the intrinsic frame if they were adherent to the organizational frame. We suggest that understanding the interpreter frames enables the engineer to overcome adherence to the organizational frame. Additionally, the organizational innovation capability, underpinned by the design‐oriented innovation strategy, is also an enabler to mobilize intrinsic frames in a technology‐centered or solution‐centered organization.