MIPLM subject matter expert Dr Alihan Kaya
- 1. Defining Innovation Types of Innovation Technology Diffusion and Disruption The Emergence of Dominant Designs Case Study: Supporting Dominant Designs with IP Timing of Entry Managing Product Develop- ment Collaboration Strategies © 2025 CEIPI MIPLM, Strasbourg, Prof. Dr. Alexander J. Wurzer Page 74 of 185 What is a Product? The Emergence of Dominant Designs Product Differentiation • Four Levels of Product Differentiation: These levels help in understanding how products can be differentiated based on their core benefits, tangible features, augmented services, and promised value. • Features and Attributes: Features are specific characteristics of a product, while attributes are broader qualities. • Feature Creep: This refers to the tendency to overload a product with too many features, often resulting from incorporating every stakeholder’s ideas.
- 2. Defining Innovation Types of Innovation Technology Diffusion and Disruption The Emergence of Dominant Designs Case Study: Supporting Dominant Designs with IP Timing of Entry Managing Product Develop- ment Collaboration Strategies © 2025 CEIPI MIPLM, Strasbourg, Prof. Dr. Alexander J. Wurzer Page 75 of 185 What is a Product? The Emergence of Dominant Designs Product Classification • Tangible vs. Intangible Products: Products can be classified as tangible (e.g., hardware) or intangible (e.g., software, services). • Consumer vs. Industrial Products: Consumer products include fast-moving goods and durable goods, while industrial products encompass machines, raw materials, and services.
- 3. Defining Innovation Types of Innovation Technology Diffusion and Disruption The Emergence of Dominant Designs Case Study: Supporting Dominant Designs with IP Timing of Entry Managing Product Develop- ment Collaboration Strategies © 2025 CEIPI MIPLM, Strasbourg, Prof. Dr. Alexander J. Wurzer Page 76 of 185 What is a Product? The Emergence of Dominant Designs IP Protection for Products and Product Features • Patents Patents provide exclusive rights that prevent competitors from copying key technological features, thereby maintaining a firm’s competitive advantage. • Trademarks Trademarks are vital for associating a feature with a specific brand identity, which is crucial for consumer loyalty. • Design Rights Design rights protect the unique aesthetic and visual aspects of a product, ensuring that these elements remain distinctive and legally protected.
- 4. Defining Innovation Types of Innovation Technology Diffusion and Disruption The Emergence of Dominant Designs Case Study: Supporting Dominant Designs with IP Timing of Entry Managing Product Develop- ment Collaboration Strategies © 2025 CEIPI MIPLM, Strasbourg, Prof. Dr. Alexander J. Wurzer Page 77 of 185 Developing products with sustainable use cases involves creating solutions that reduce environmental impact, such as energy-efficient technologies or products designed for recyclability. Here you need to think of products as bundles of attributes that meet customer needs, where sustainability becomes a key attribute. Additionally, the concept of the promised product is important, where perceived value or status is a crucial component of a product’s overall offering. The method of Alihan Kaya covers the systematic implementation of sustainability into product development and innovation management. Best Practice – Subject Matter Expert Sustainable product development The Evolution of Products Case study Signify #24 Patenting Sustainable Technologies