2. 1
2
3
4
5
The AbernathyUtterbackmodel
ResourceBased View VS. StructuralView
DominantDesign vs ConvergentDesign
L.Tushmanand P.Anderson
model
Capettaet al. study
6
Structural
Ambidexerity
3. Time
Acceptanceof the style
High diffusionof the new style
Slow start, new style hasto be accepted
Approachingto the limit
4. “therewasalmostnowhereelse to go.. The mini-skirtcouldgo no higher”
mini-skirtasmass diffusionphenomenon
Time
“a controversialitem of clothing, symbol of liberation”
1962
1965
1975
Acceptanceof the style
5. Time
Style
The 90’s
The 50’s
2014
Unlikely in
technology , mini-skirt
is not more efficient
than the the50’s one.
It is just more popular
D
11. TwoApproachesto Style Search
KEY SUBJECT
COMPETENCES
PROCESS
LOCUS OF SEARCH
Designer
Unit (Design Function)
Designer
Customer and competitor
orientation
Individualsensemaking
Collective sensemaking
Local
Distant
Designer-Driven
Search
Market-Driven
Search
40. HYPOTHESIS
During the period of incremental change, incumbents are more innovative than new entrants. Indeed, they have a consolidated style and they prefer incremental innovations to radical changes.
41. HYPOTHESIS
During the period of ferment, new entrants are more innovative than incumbents.
In fact, theycan deploy at best their ‘newness’ by creating a completely new style, because of lack of inertial frames, cognitive ‘sunk costs’ and existing routines.
42. HYPOTHESIS
During the period of incremental change, incumbents are statisticallymore successful than new entrants.
43. HYPOTHESIS
During the period of ferment, new entrants are statistically more successful than incumbents.
50. Bibliography
Cappetta, Rossella, Cillo, Paola & Ponti, Anna(2006) "Convergent designs in fine fashion: An evolutionary model for stylistic innovation".Research Policy,35(9), pp. 1273-1290.
Cillo, Paola & Verona, Gianmario(2008) "Search Styles in Style Searching: Exploring Innovation Strategies in Fashion Firms".Long range planning,41(6), pp. 650-671.