%0 Journal Article 
%T Desarrollo de una marca-producto para Gesta Diseño: un caso de innovación incremental
%J Estudios Gerenciales; Vol. 28 No. 122 - Enero/Marzo 2012
%D 2012
%@ 01235923
%U http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1168
%X The purpose of this case study is to guide the reader through the process of incremental innovation
of a product. The path towards innovation starts with a review of design trends and
ends with a design brief. The case takes the company Gesta Diseño® as an example to illustrate
an innovation process that enhances brand representation. The framework of incremental innovation
for Gesta Diseño® assumes a small yet constant level of innovation which, supported
by brand image, allows the company to achieve a competitive advantage in the market. The
most relevant recommendation from this case is to use an incremental innovation strategy as
an instrument to strengthen the brand of small companies.
%K Facultad de Ciencias Administrativas y Económicas
%K Producción intelectual registrada - Universidad Icesi
%K Innovación empresarial
%K Innovación de productos
%K Marcas de productos
%K Incremental innovation
%K Brand-Product
%K Industrial design
%K Economía
%K Negocios y management
%K Economics
%K Business
%~ GOEDOC, SUB GOETTINGEN