Signaling Strategies for Innovative Design: A Study on Design Tradition and Expert Attention

There is increasing acknowledgement that innovative product design has a positive effect on financial performance. However, innovative design may require specific efforts to aid interpretation and appreciation by the market. So far, little is known about how companies can enhance their chances of su...

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Vydáno v:The Journal of product innovation management Ročník 33; číslo 5; s. 613 - 627
Hlavní autoři: Micheli, Pietro, Gemser, Gerda
Médium: Journal Article
Jazyk:angličtina
Vydáno: Hoboken Blackwell Publishing Ltd 01.09.2016
Blackwell Publishing
Témata:
Acceptance
Adhesion
Design analysis
Management
Market strategy
Markets
Media
Product development
Product innovation
Strategy
Traditions
ISSN:0737-6782, 1540-5885
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Shrnutí:There is increasing acknowledgement that innovative product design has a positive effect on financial performance. However, innovative design may require specific efforts to aid interpretation and appreciation by the market. So far, little is known about how companies can enhance their chances of success when introducing innovative designs. This study contributes to the development of this area of research. Drawing on signaling theory, it examines the role of two types of signals that may act as enablers for market acceptance of innovative design: adherence to a national design tradition, and attention from experts and specialized media. Using data collected from Danish design‐intensive companies, findings show that design innovativeness has a positive impact on financial performance. The analyses demonstrate that the effect is reinforced if a novel design adheres to a national design tradition. In addition, novel designs will be more positively accepted if they receive attention from design experts and attract media coverage. Research also contributes to signaling theory, as it shows how intrinsic—design innovativeness and adherence to a design tradition—and extrinsic—expert and media attention—cues interact and influence financial performance. The paper concludes by discussing managerial implications, particularly in relation to the new product development process and the role of design, and by suggesting avenues for further research.
Bibliografie:istex:9DB05177C0A4CC191FDE3ACAB6CCB2300ED160BD
ark:/67375/WNG-0SJ8QKXV-X
ArticleID:JPIM12308
We would like to thank Katrin Talke for her contribution in codesigning the survey and in helping to build the initial theoretical framework. We would also like to thank Lars Hedemann for his help in codesigning the survey and in gathering data, and Matteo Mura for his feedback on the data analysis. Furthermore, we would like to thank the reviewers and the Editor of JPIM for their very helpful suggestions to improve this article. Of course, we are solely and collectively responsible for any remaining shortcomings.
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ISSN:0737-6782
1540-5885
DOI:10.1111/jpim.12308