Caso de estudio. Desarrollo de una marca-producto para Gesta Diseño: un caso de innovación incremental
The purpose of this case study is to guide the reader through the process of incremental innovation of a product. The path towards innovation starts with a review of design trends and ends with a design brief. The case takes the company Gesta Diseño® as an example to illustrate an innovation process...
Guardado en:
| Autores principales: | , |
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| Formato: | article Artículo |
| Lenguaje: | Español |
| Publicado: |
Universidad Icesi
2012
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| Acceso en línea: | http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1168 http://biblioteca2.icesi.edu.co/cgi-olib/?infile=details.glu&loid=248456 http://biblioteca.clacso.edu.ar/gsdl/cgi-bin/library.cgi?a=d&c=co/co-008&d=1090667022oai |
| Aporte de: |
| Sumario: | The purpose of this case study is to guide the reader through the process of incremental innovation
of a product. The path towards innovation starts with a review of design trends and
ends with a design brief. The case takes the company Gesta Diseño® as an example to illustrate
an innovation process that enhances brand representation. The framework of incremental innovation
for Gesta Diseño® assumes a small yet constant level of innovation which, supported
by brand image, allows the company to achieve a competitive advantage in the market. The
most relevant recommendation from this case is to use an incremental innovation strategy as
an instrument to strengthen the brand of small companies. |
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