Bridging the gap between design and behavioral research: (Re)searching the optimum design strategy for brands and new product innovations
Innovation, branding, and design are known to affect corporate success, but their interplay is not yet well understood. Companies need to take risks in developing new product innovations, whereas an established brand can serve as a familiar base to create recognition. However, designers are facing a...
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| Published in: | Creativity and innovation management 2020-12, Vol.29 (S1), p.11-26 |
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| Main Author: | |
| Format: | Article |
| Language: | English |
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| Citations: | Items that this one cites Items that cite this one |
| Online Access: | Get full text |
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