Resumen

HURTADO RUIZ, ANDRÉS JULIÁN  y  ARBOLEDA ARANGO, ANA MARIA. Gesta Diseño® brand-product development: an incremental innovation case. estud.gerenc. [online]. 2012, vol.28, n.122, pp.181-200. ISSN 0123-5923.

The purpose of this case study is to guide the reader through the process of incremental innovation of a product. The path towards innovation starts with a review of design trends and ends with a design brief. The case takes the company Gesta Diseño® as an example to illustrate an innovation process that enhances brand representation. The framework of incremental innovation for Gesta Diseño® assumes a small yet constant level of innovation which, supported by brand image, allows the company to achieve a competitive advantage in the market. The most relevant recommendation from this case is to use an incremental innovation strategy as an instrument to strengthen the brand of small companies.

Palabras clave : Incremental innovation; brand-product; industrial design; Gesta Diseño®.

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