Case study of design-driven innovation in Japanese high-end electrical fan market: Focusing on differences in originators

Abstract

This study aims to clarify the differences in processes, outcomes, and post-launch ripple effects in design-driven innovation (DDI), starting from industrial designers (IDs) and developmental technologists (DTs), and how they differ from the model proposed by Verganti. We examine two instances of DDI in cases within the mature Japanese electrical fan (E-fan) market. In the first case, the originator is an ID, and in the second, the originator is a DT. Our results show that both DDIs created new meanings and established a high-end E-fan market, de-maturing it. By contrast, the processes, outcomes, and post-launch ripple effects of the two DDIs differed significantly. These differences in DDIs can be attributed to the differences in the initiators of each DDI. Additionally, the DDI process in the first case differs from that advocated by Verganti. This difference can be attributed to the use of the Japanese design approach.

Keywords:

• Design-driven innovation
• new product development
• industrial designer
• developmental technologist
• de-maturity

Disclosure statement

The authors report there are no competing interests to declare.

Notes

1 Katsuyuki Ougawara. May 17, 2017. “What is RINTO, the “world's most expensive fan”, manufactured by Panasonic?” (in Japanese) Kaden Watch Website. https://kaden.watch.impress.co.jp/docs/column/newtech/1059640.html.

2 Pd Web interviews. Summer, 2011. “Design and development of “SIENT” F-DLN100, aimed at the top-of-the-line-living fan with a DC inverter motor” (in Japanese) Product Design Website. http://www.pdweb.jp/oldpdweb/interview/toshiba_SIENT.shtml.

3 Keiichi Seido. July 27, 2012. “The secret mind behind Toshiba’s “SIENT”, the first high-end fan from a major Japanese manufacturer.” (in Japanese) Kaden Watch Website. https://kaden.watch.impress.co.jp/docs/column/newtech/548130.html.

4 Teruo Ikehara. August 3, 2015. “The nail that sticks out does not get hammered down, A New Challenge for Young Panasonic Volunteers.” (in Japanese) WEDGE ONLINE. https://wedge.ismedia.jp/articles/-/5196.

5 GOOD DESIGN AWARD. October 2011. “Electric fan: SIENT F-DLN100].” (in Japanese) JDP Website. https://www.g-mark.org/award/describe/37430.

6 GOOD DESIGN AWARD. October 2015. “Air blower: Panasonic Bladeless Air Generator “Q”].” (in Japanese) JDP Website. https://www.g-mark.org/award/describe/42265.

7 Nobuo Nagai. 2011. “Shuichi Tsujimura, Toshiba Home Techno Co. Ltd. E-fan, SIENT F-DLN100.” (in Japanese), Nikkei Marketing Journal, July 8, 2011, NIKKEI.

8 Panasonic News Release. November 26, 2020. “Global expansion of indoor air quality (IAQ) business with “humidity control,” “sterilisation,” and “airflow” technologies.” (in Japanese) Panasonic Newsroom Japan. https://news.panasonic.com/jp/press/jn201126-2.

Additional information

Funding

This work was supported by JSPS KAKENHI Grant Number JP22K01678.

Notes on contributors

Yoshito Kubo

Yoshito Kubo is an associate professor at the Faculty of Engineering, School of General and Management Studies, Suwa University of Science. He received his master’s degree in economics from Nagoya City University. And he is also a Ph.D. candidate at the Graduate School of Business Administration, Tokyo University of Science. Moreover, until March 2019, he worked at Panasonic Corp. His research interests are design management in new product development and collaborative design between industrial designers and developmental technologists.

Osamu Sato

Osamu Sato is a full professor at the Department of Management and the Graduate School of Business Administration, Tokyo University of Science. He received his Doctor of Management of Technology, and Doctor of Engineering from the Tokyo Institute of Technology. His research expertise is the Management of Technology, polymer chemistry, and liquid crystal displays. His current research interests include innovations in materials and devices and solving ocean plastics pollution. He is also developing a liquid crystal display based on new principles.