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Abstract This paper analyzes how the strategy focusing on design-driven innovation can help startups in creating design concepts or business innovators to promote the growth of such companies so sustainable in its market, where competition is fierce and full. As much as there is an understanding and recognition of the importance of design as a management tool, Brazilian startups have difficulties in linking the design driven innovation with the strategies of their small organizations devoted to innovate. Thus, through a literature review using the recent lines of research that address the design-driven innovation, design management and innovation, it was possible to develop a strategic management model targeted to the profile of startups based on design driven innovation to contribute to the building and strengthening of values related to the design and innovation in the organizational environment of these young companies, in which the correct and effective use of these methods / tools always lead to growth and greater interaction of the brand / product to the end user
Moroni et al. (Thu,) studied this question.
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