Продуктови иновации чрез дизайн - ефективно средство за пазарен успех по време на криза
Product Innovations through Design - an Effective Means for Market Success in Times of Crisis

Author(s): Valery Kostova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: innovation; crisis; industrial design; design thinking; product design
Summary/Abstract: This report examines the relationship "product innovation by design - market success" where by "product innovation by design" is means design innovative product solutions, for which industrial design plays a major role, as a strategic process of solving problems by reformulating them as opportunities to deal with economic crises, and "market success in crisis" means application of the identified opportunities that stimulate innovation, build business success, increase competitiveness and lead to a better quality of life through innovative products.As a result of the considered interrelation, the conclusion is formed that the designer is the strongest ally of the industry, with the focus being the protection of design innovative solutions as an object of intellectual property, and crises are like adrenaline for innovation.

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