The Interaction between Innovation Management and Sensory Design in Creating Value for Customers

Abstract

Innovation is one of the key drivers of achievement that a firm should use to achieve competitive
advantage. The capacity to improve is particularly essential for a company's survival in unique and
competitive environment. The highly competitive and information intensive environment stimulates the
customer demand for change. Therefore, the innovative design which incorporates the customer
requirements is always highly valued. Despite the fact that the significance of design has expanded, no
exploration has been done to clarify the connection between innovation, product design and customer
value. Past research has been constrained and has not given a reasonable idea of design innovation or
characterized the connection between design innovation and customer value. This paper tries to
characterize the connection between design innovation and customer value. Three dimensions of design
innovation (style, features and feeling) have studied to establish relationship with customer value. Results
have verified that there is a strong and significant impact of overall innovative sensory design on the
customer value in general and innovative style and features in particular. This exploration contributes
considerably to our comprehension of the connection between design innovation and customer value.