The role of design capability for achieving innovation in a technology follower company: The case of boiler design

Abstract

Design capability has been accepted as a core innovation activity. It refers to the ‘functionality/usability’ and ‘aesthetics’ of new products or services. Oslo Manual 2018 explored design capability within the context of three significant fields—industrial design, engineering design, design thinking—each of which is affected by the need to integrate design with business. Using this context as a basis, this study enhances the definition of design capability by integrating the communication aspect of industrial design with the creation of meaningful and aesthetic products. Key themes in design capability and innovation are visualized in ‘Design Capability Model for Innovation’ and reviewed via the investigation of a technology-follower company’s design capabilities. This case study reveals the evolution of a company towards being design-driven within the context of strategy, culture, technological capabilities, and cost limits; and aims to raise awareness of the value generated by innovative design.