Dr. Pennoh Philips Kembaren has successfully defended his thesis about how design-driven innovation taken place in Indonesian context on Friday October 31 in 2014. Design-driven innovation is coined by Roberto Verganti. He defined design driven innovation as an approach that describes how to design an innovation that provides the customer with a new meaning. Design-driven innovation opens the way to compete by radically innovating the meaning of products. Verganti extends the idea of Peter Drucker that emphasizes the nature of business consists of marketing and innovation. Creative-preneurs with design-driven innovation consider design thinking in the context of innovation. Dr. Pennoh Philips Kembaren has successfully defended his thesis about how design-driven innovation taken place in Indonesian context on Friday October 31 in 2014. Design-driven innovation is coined by Roberto Verganti. He defined design driven innovation as an approach that describes how to design an innovation that provides the customer with a new meaning. Design-driven innovation opens the way to compete by radically innovating the meaning of products. Verganti extends the idea of Peter Drucker that emphasizes the nature of business consists of marketing and innovation. Creative-preneurs with design-driven innovation consider design thinking in the context of innovation. The recipe for DDI is the selection and engagement of interpreters. Verganti explains: “successful design-driven organizations follow a strategy and a process that leverage the rich and multifaceted network of a firm’s outsiders, looking beyond customers to those “interpreters”- such as scientists, customers, suppliers, intermediaries, designers, artists – who deeply understand and shape the markets they work in.”
Many examples from market places have applied this new concept such as Nintendo and the Alessi Bird Kettle.
Design driven innovation has emerged to be an alternative way to generate sustainable competitive products or services. Previous research has recently revealed successful practices of design driven innovation in various industries. However, no research done yet so far, on how design-driven is carried out in Indonesia case especially in creative industries. This research investigates the existence and practices of design-driven innovation in the Indonesian context with main objective is to develop a design-driven innovation process conceptual model describing the process of radical innovation of product meaning, practicing by the Indonesian designpreneur-led creative industry.
This research is based on 2-stage qualitative multiple-case study approach which consist of exploratory case study research followed by explanatory case study. The exploratory case study is done by first consulting with two experts in the design field to familiarize with the topic, then followed by in-depth interview with two experienced designpreneurs and analyzing the data with the cycle of coding, resulting a verified DDI conceptual model consists of a set of key processes, such as sensing, sensemaking, signmaking, shaping and storytelling. In the next explanatory multiple case study stage, the emerging conceptual model is to be confirmed with a sample of four successful designpreneur-led creative industry. By collecting data through semi-structured interview , documents and observation and analyzing it through within and cross case analysis, resulting that, in general, all the four studied designpreneurs has been practicing design-driven innovation in developing their product or service and enjoying the benefits of high-value creating capability of the approach. The 5 key processes is generally confirmed or exist in each of the 4 case studies, but with some differencies mainly about the existence of key interpreter(s) and design discourse.
The research is has revealed that to deliver a new meaning successfully to the market, at least for the designpreneur-led creative industry, there are ways other than actively immerse in a design discourse and to actively engage with key interpreters as defined in theoretical review. Second finding shows that the source of ideas for developing a new meaning comes from various data gathering techniques such as: bodystorming, brainstorming, design discourse, culture code, imperience, in-depth interview and lifestyle study, while according to a literature review, the source of ideas for new meaning creation is gained mostly through interacting with interpreters in a design discourse. The third finding shows that instead of through special interpreters, a storyline is developed as a way to evoke the emotion of prospective customers so that the new radical meaning can reside in their minds.
From the practical point of view, the verified conceptual model of Design Driven Innovation could be translated into a practical guidelines in helping any young designer who has a strong passion to become a successful designpreneur and it can also be translated into a proposal for leveraging the Bandung Creative City to become a Design-Driven City as well, by developing the capabilities in the radical innovation of meaning both in products as well as services in order to build a sustainable competitive output of Bandung Creative City in the future.
A new horizon in design-driven innovation has been opened based on the advent of this research. Design-driven innovation provides a novel tactic to technology-push and market-pull tactics. Design-driven innovation that radically innovate meanings now becomes the third way of innovating which incorporate aspirations, aesthetics, and lives.
The research of Dr. Kembaren was under the PhD supervisor team consisting of Prof. Togar Simatupang, Dr. Dwi Larso, and Dr. Dudy Wiyancoko. It can be said this is a joint work between the business school and the design school. Sincere gratitude is given to the School of Postgraduate Study and the School of Business and Management at Bandung Institute of Technology, the family members, and other parties that assist Dr. Kembaren to make this five year journey becoming a reality.The recipe for DDI is the selection and engagement of interpreters. Verganti explains: “successful design-driven organizations follow a strategy and a process that leverage the rich and multifaceted network of a firm’s outsiders, looking beyond customers to those “interpreters”- such as scientists, customers, suppliers, intermediaries, designers, artists – who deeply understand and shape the markets they work in.”
Many examples from market places have applied this new concept such as Nintendo and the Alessi Bird Kettle.
Design driven innovation has emerged to be an alternative way to generate sustainable competitive products or services. Previous research has recently revealed successful practices of design driven innovation in various industries. However, no research done yet so far, on how design-driven is carried out in Indonesia case especially in creative industries. This research investigates the existence and practices of design-driven innovation in the Indonesian context with main objective is to develop a design-driven innovation process conceptual model describing the process of radical innovation of product meaning, practicing by the Indonesian designpreneur-led creative industry.
This research is based on 2-stage qualitative multiple-case study approach which consist of exploratory case study research followed by explanatory case study. The exploratory case study is done by first consulting with two experts in the design field to familiarize with the topic, then followed by in-depth interview with two experienced designpreneurs and analyzing the data with the cycle of coding, resulting a verified DDI conceptual model consists of a set of key processes, such as sensing, sensemaking, signmaking, shaping and storytelling. In the next explanatory multiple case study stage, the emerging conceptual model is to be confirmed with a sample of four successful designpreneur-led creative industry. By collecting data through semi-structured interview , documents and observation and analyzing it through within and cross case analysis, resulting that, in general, all the four studied designpreneurs has been practicing design-driven innovation in developing their product or service and enjoying the benefits of high-value creating capability of the approach. The 5 key processes is generally confirmed or exist in each of the 4 case studies, but with some differencies mainly about the existence of key interpreter(s) and design discourse.
The research is has revealed that to deliver a new meaning successfully to the market, at least for the designpreneur-led creative industry, there are ways other than actively immerse in a design discourse and to actively engage with key interpreters as defined in theoretical review. Second finding shows that the source of ideas for developing a new meaning comes from various data gathering techniques such as: bodystorming, brainstorming, design discourse, culture code, imperience, in-depth interview and lifestyle study, while according to a literature review, the source of ideas for new meaning creation is gained mostly through interacting with interpreters in a design discourse. The third finding shows that instead of through special interpreters, a storyline is developed as a way to evoke the emotion of prospective customers so that the new radical meaning can reside in their minds.
From the practical point of view, the verified conceptual model of Design Driven Innovation could be translated into a practical guidelines in helping any young designer who has a strong passion to become a successful designpreneur and it can also be translated into a proposal for leveraging the Bandung Creative City to become a Design-Driven City as well, by developing the capabilities in the radical innovation of meaning both in products as well as services in order to build a sustainable competitive output of Bandung Creative City in the future.
A new horizon in design-driven innovation has been opened based on the advent of this research. Design-driven innovation provides a novel tactic to technology-push and market-pull tactics. Design-driven innovation that radically innovate meanings now becomes the third way of innovating which incorporate aspirations, aesthetics, and lives.
The research of Dr. Kembaren was under the PhD supervisor team consisting of Prof. Togar Simatupang, Dr. Dwi Larso, and Dr. Dudy Wiyancoko. It can be said this is a joint work between the business school and the design school. Sincere gratitude is given to the School of Postgraduate Study and the School of Business and Management at Bandung Institute of Technology, the family members, and other parties that assist Dr. Kembaren to make this five year journey becoming a reality.