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| Author: | Dell'Era, C. (et. al) |
| Title: | Language brokering: stimulating creativity during the concept development phase |
| Journal: | Creativity and innovation management
2011 : MAR, VOL. 20:1, p.36-48 |
| Index terms: | ergonomics new products product marketing creativity innovation management design management |
| Language: | eng |
| Abstract: | To develop product styling and ergonomics, more and more companies are exploring new ways of involving design consultants in their innovation processes. Numerous studies have highlighted the importance of designers in the innovation processes of successful companies, and some designers have achieved 'superstar' status. By capturing, recombining and integrating socio-cultural knowledge along with product semantics across social and industrial settings, designers can help generate breakthrough product meanings. The relationship between manager-written briefs and solutions developed by designers is rather complex. Usually managers are unable to sufficiently communicate and commercialize new products and services created by designers because they know only the final output of the innovation process, not its entire story. The Language Brokering Process may enrich the dialectic between managers and designers, and furthermore, it can improve both current and coming innovation projects. This methodology elucidates the structure and process several designers have adopted and also showcases an effective framework for communication choices to managers. Results are presented from a student application of the methodology in developing a new product-service system for Aquarius (a brand of the Coca-Cola Group) for two distinct target demographics: 'desperate housewives' and 'young adults'. |
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