How is brand experience designed in practice?: Results of a multiple-case study

Brand experience is an important concept in marketing because it can affect brand loyalty, brand recall, and brand attitude. Brand experience design is therefore an important practice for companies to create favourable and meaningful experiences, through the design of various touchpoints that are in line with the brand values. This paper...

Co-creating the future: Design practices and tools for effective customer co-creation

In this paper, we integrate literature on service-dominant logic (SDL) and innovation to examine the role of designers and their practices for collaborative resource innovation. More specifically, in taking a co-creation perspective we uncover a portfolio of practices that facilitate resource integration and innovation among companies and...

Extending design leadership to innovation strategy: Roles and tools

Collaborating with Design Consultancy firms for Effective Strategic Decision-Making in New Product Development

To contain risks and increase the profitability of innovation efforts, firms frequently engage in joint innovation activities with external sources of knowledge, like design consultancies. Innovation literature has given limited consideration to the strategic role that design consultancies can play in the innovation efforts of their clients. A...

Balancing intuition and rationality for improving innovation decision-making: The role of design consultancies

To contain risks and increase the profitability of innovation efforts, firms frequently engage in joint innovation activities with external sources of knowledge, like design consultancies. Innovation literature has given limited consideration to the strategic role that design consultancies can play in the innovation efforts of their clients. A...

The Role of Design Consultants in Innovation Strategy Decisionmaking

To contain risks and increase the profitability of innovation efforts, firms frequently engage in joint innovation activities with external sources of knowledge, like design consultancies. Innovation literature has given limited consideration to the strategic role that design consultancies can play in the innovation efforts of their clients. A...