%0 Journal Article
%T Desarrollo de una marca-producto para Gesta Dise£¿o£¿: Un caso de innovaci¨®n incremental
%A HURTADO RUIZ
%A ANDR¨¦S JULI¨¢N
%A ARBOLEDA ARANGO
%A ANA MARIA
%J Estudios Gerenciales
%D 2012
%I Universidad Icesi
%X the purpose of this case study is to guide the reader through the process of incremental innovation of a product. the path towards innovation starts with a review of design trends and ends with a design brief. the case takes the company gesta dise£¿o£¿ as an example to illustrate an innovation process that enhances brand representation. the framework of incremental innovation for gesta dise£¿o£¿ assumes a small yet constant level of innovation which, supported by brand image, allows the company to achieve a competitive advantage in the market. the most relevant recommendation from this case is to use an incremental innovation strategy as an instrument to strengthen the brand of small companies.
%K incremental innovation
%K brand-product
%K industrial design
%K gesta dise£¿o£¿.
%U http://www.scielo.org.co/scielo.php?script=sci_abstract&pid=S0123-59232012000100012&lng=en&nrm=iso&tlng=en