| Description
| Design driven innovation has emerged to be an alternative way to generate sustainable competitive products or services. To produce products which are design-driven innovation, companies need designers who “envision and investigate new product meanings through a broader, in-depth exploration of the evolution of society, culture, and technology acting as interpreters who are able to envision how people could give meaning to things through intense involvement in the design discourse” (Verganti, 2008). Verganti (2009) proposes three distinct process stages of design-driven innovation, in terms of listening, interpreting, and addressing.
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