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Baha, S.E. (author), Ghei, Taresh (author), Kranzbühler, A. (author)In Design-Driven Innovation (D-DI) the meaning of a product or service is radically innovated to introduce a new paradigm that ideally can benefit people, companies, and society as a whole. However, due to the associated risks, most companies are hesitant to engage with and adopt D-DI. Human Centered Design (HCD) is preferred while innovation...journal article 2021