MODELS OF INNOVATION SERVICE THROUGH CUSTOMIZATION BY DESIGN FIRMS: AN EXPLORATORY STUDY

Abstract

As a means of meeting competitions, enterprises have moved from sheer product design to a more customized comprehensive innovation design, but in doing so firms have to seek innovation services from design firms. Consequently design firms would have to develop strategies in handling these innovation design services. This research studies three Taiwanese design companies to assess their approaches to innovation services. Their approaches can be summed up into a customization innovation service model that consists of three stages: 1) Internal Innovation: Strategically extend and expand the design service type to offer additional information and products; 2) External Innovation: The inclusion of various professionals in the discussions, and designers must be able to integrate and communicate from several diverse perspectives; and 3) Services Design: The design thinking process is based on the customization  requirements. This integration is a combined internal knowledge with external innovation knowledge.