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, Turkey, 27 - 29 April 2017, pp.295-301

  • Publication Type: Conference Paper / Full Text
  • City: Antalya
  • Country: Turkey
  • Page Numbers: pp.295-301
  • Gazi University Affiliated: Yes


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.