EFFECTS OF INNOVATION TYPES ON PRODUCT IDENTITIES: DOES RADICAL INNOVATION LEAD TO A MORE INTEGRATED PRODUCT IDENTITY?

Abstract

In this study, the relation between innovation that lead to innovation types and product identity integrity is investigated through a theoretical frame, which is briefly tested through Turkish television industry. There are many studies in literature that discuss design's role in innovation. The differentiation of product design activities from technological improvements was also discussed before; however more recent studies conducted by Dell'Era and Verganti also discuss the visual language aspect and its contribution to product innovation. Even if many aspects of visual elements and their effect on perceived novelty are discussed, the overall outcomes of design-driven innovation on product identity and brand identity still need to be discussed. There is a prior study conducted by Dell'Era and Verganti (2007) that provide quantitative clues on the subject, but theoretical explanations and their evaluations on fieldworks are still needed. This study aims to provide theoretical explanations to product identity outcomes of certain innovation types. Literature on innovation, organizational creativity, and comparative studies on radical and incremental innovations are studied together with studies on product identity strategies to provide a relation between innovation types and product identity outcomes. The study supports the provided theoretical relations to a degree through a study that is conducted with three Turkish television producers, as cognitive and strategic factors that link radical innovation with integrated product identity can be identified. The results support prior studies that claim companies with radical innovation capabilities have more homogenous product identity. The outcomes can be developed further for developing product identity strategies.