Abstract
ABSTRACT Design-driven innovation (DDI) is a concept that promotes product innovation by giving new meaning to existing products. However, there are divergent views on who starts the DDI process and what kinds of activities are carried out within it. Therefore, this study analyzed four cases that succeeded in de-maturing the Japanese electric fan market to confirm whether there are differences in DDI processes, outcomes of new products, and post-launch spillover effects on new businesses between DDI originating from industrial designers (IDs) and that originating from developmental technologists (DTs). This study also aimed to elucidate the mechanisms by which these differences may arise. Our results showed that the difference in the way of thinking caused by the different knowledge and skills possessed by IDs and DTs affects the selection of core design concepts and product architecture. This was a fundamental factor that caused differences in DDI processes, the outcomes of new products, and the ripple effect on new businesses.
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