al design manufacturers (ODM) before starting their own brand manufacture (OBM).Therefore, those ... more al design manufacturers (ODM) before starting their own brand manufacture (OBM).Therefore, those companies started production basically by producing for other companies, while they started product design activities by designing for other brands. Design fixation is defined as the tendency to be fixated to design solutions that are previously seen before starting a design process (Jansson & Smith, 1991). It may be hypothesized that, it will take longer to develop a brand identity in an upcoming product concept for those companies that have an OEM and ODM background along with an incremental innovation capability. In their studies, Dell’Era and Verganti (2007) also found that companies that have a radical innovator character seem to have a more integrated brand identity when compared to incremental innovators. It is also hinted in literature that companies which have OEM and ODM background have difficulties about transitioning to build more radical innovations (Hobday, 1998). In this s...
al design manufacturers (ODM) before starting their own brand manufacture (OBM).Therefore, those ... more al design manufacturers (ODM) before starting their own brand manufacture (OBM).Therefore, those companies started production basically by producing for other companies, while they started product design activities by designing for other brands. Design fixation is defined as the tendency to be fixated to design solutions that are previously seen before starting a design process (Jansson & Smith, 1991). It may be hypothesized that, it will take longer to develop a brand identity in an upcoming product concept for those companies that have an OEM and ODM background along with an incremental innovation capability. In their studies, Dell’Era and Verganti (2007) also found that companies that have a radical innovator character seem to have a more integrated brand identity when compared to incremental innovators. It is also hinted in literature that companies which have OEM and ODM background have difficulties about transitioning to build more radical innovations (Hobday, 1998). In this s...
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