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Exploring design innovation and performance: the roles of issue related to design strategy

This study examined design cases involving new product development related to Taiwanese electric and computer firms for exploring the strategic groups formed by local firms and their performance in new product development and other issues related to industrial-design innovation strategy. The questionnaire survey demonstrates that Taiwanese electronic and computer firms, in terms of industrial-design innovation strategy, can be grouped into technical innovation, gradual innovation, application innovation, and aggressive innovation groups. In their response to the challenges faced, firms in different strategic groups exhibited different financial and non-financial performance. Furthermore, they differed significantly in dealing with industrial-design activities, particularly new product-development types, product design features, motivations, and design appeals. Differences in these aspects may be the reason for their differences in new product-development performance.