Karaoke Capitalism vs. Design-driven Innovation Differentiation vs. Common Appreciation


Şahin D., Güneş S., Yavuz M.

Innovation and Global Issues in Social Sciences I, Antalya, Türkiye, 27 - 29 Nisan 2017, ss.295-301

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Antalya
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.295-301
  • Gazi Üniversitesi Adresli: Evet

Özet

Majority of products or services in market have been resembled each other. The companies chosen to be on safe environment have become a second version of someone else, a karaoke company. This just provides a temporary holding in market. Especially small and medium-sized enterprises have to create marginal solutions to have competetive advantages against larger enterprises. They have one choice, design-driven innovation. However, while making differentiation through design-driven innovation, designers should take into consideration that it exists common appreciation for many products. The aim of this study is to discuss the opportunities provided by design-driven innovation against karaoke products through the example of bagless vacuum cleaners, and to question what designers' approach  should be while creating differences in the presence of common appreciation.