Abstract

HURTADO RUIZ, ANDRÉS JULIÁN  and  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.

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

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