Design-driven innovation: Making meaning for whom?

Design-driven innovation focuses on the innovation of product meanings. This innovation is enabled by integrating knowledge on needs, product language and technological development. So far, it has mostly been studied in contexts where the buyer is the assumed end user. There has been little research about design-driven innovation in other contexts, such as business-to-business and public contexts. Here, companies need to create value for multiple stakeholders. In this study, these are defined as users, buyers and influencers. The aim of this study is to explore how companies consider the different stakeholders in the innovation of product meanings. Two companies participated in a case study. The results demonstrate that both companies mainly focus on addressing needs. However, while one case company prioritizes the perspective from the user, the other focuses more on the buyer. The results illustrate the increased complexity that companies need to manage in design-driven innovation in these contexts.