Creativity, Design and Innovation
Creativity is a key element for sustaining firms’ competitive advantages in a global economy. New trends in consumption and market are reshaping the competition towards a growing need for innovative product closer to the costumers’ requests in terms of aesthetics and quality. From this point of view, creativity and design are the new drivers to innovate products and services by combining traditional R&D activities and aesthetics, style, communication values.
The research uses quantitative (in conjunction with TeDIS Survey) as well as qualitative methods (focus groups, interviews, case studies). In TeDIS, this research area started in 2003.
The theme of creativity, design and innovation is analysed from two main perspectives:
a) Territory and industrial Districts: the research focuses on the conditions transforming the Italian industrial districts from manufacturing to creative clusters. The aim is to point out the key factors that can sustain and foster this transformation and that can help the territory to guarantee a competitive advantage to firms
b) Firms and network of firms: the research focuses on processes and strategies that firms put in place in order to innovate their products by investing in design and creativity. Innovation is the result of complex activities taking place inside single firms as well as in firms’ networks. Because of this, the investigation is carried out at the two level of analysis.The research wants to outline how firms create value using design and creativity to sustain product innovation.