Design Driven Innovation in Mature Market
In this paper is intended to clarify the following through the case study of two home appliance venture businesses achieving the formation of a new market called a luxury electric fan（E-fan） almost the same time.
The common point between the two venture businesses is to create a new category called a luxury E-fan by replacing the blades and motors with “new technology” in order to improve “the quality of the wind”. Among them, there were the following differences in thinking on the design of the two venture businesses. Despite the success of developing of multi-blade dual structure in new fan blade, BALMUDA stuck to the appearance design which resembles the existing E-fan from “Consideration for practicality”. However, Dyson succeeded in eliminating the fan blade from the appearance by adopting the air induction technology, and the appearance design did not follow the dominant design because of the “radical change of meaning” of E-fan without blades.
In this paper also analyzed the subsequent business results of both venture businesses that adopted the same strategy in the new market formation process in mature markets. As a result, it was revealed that depending on whether dominant design was adhered to when entering the market, had nothing to do with the formation of new markets. But the subsequent product lineup development and management results are different.