Research Information System
Innovation and Global Issues in Social Sciences I, Antalya, Turkey, 27 - 29 April 2017, pp.295-301
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.