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Schifferstein, H.N.J. (author), Kleinsmann, M.S. (author), Jepma, E.J. (author)
Companies that aim to evoke specific experiences among their customers, should not only modify their design process, but also need to reorganize their innovation processes. Experience-driven innovation has implications on at least three levels in the organization: company, brand, and product/service level. The creative process at each level can...
conference paper 2012