Visualising design driven innovation

innovation in a multinational industry. It describes a study of the best design practices at a strategic level in Philips Design, Eindhoven as compared with industries very similar to or drastically different from Philips Design. The correlation of the research with literature in the field has led to it being based on the theory of innovation by Roberto Verganti (2009). The research explicitly defines the problems in practising ‘Design Driven Innovation system’ by making a detailed case study of the innovation process and practices within Philips Design based in Eindhoven, the Netherlands. The research uses case study method, which was part of an empirical enquiry, where the researcher became a ‘participatory observer’ in Philips Design, conducting one-on-one interviews and using Delphi Technique for data collection. The secondary source of data collection was archival records and physical artefacts, which formed the backbone for the case study. The research makes a tangible link between innovation theory as proposed by Roberto Verganti and practice through case study research done at Philips Design, Eindhoven and by comparing the findings with interviews with several other companies. The research highlights certain challenges in carrying out an effective innovation process to inform practitioners and comes up with recommendations to run an effective design driven innovation process, which is directly connected to the business.