TY  - JOUR 
TI  - Desarrollo de una marca-producto para Gesta Diseño: un caso de innovación incremental
JO  - Estudios Gerenciales; Vol. 28 No. 122 - Enero/Marzo 2012
PB  - Universidad Icesi
PY  - 2012
issn 01235923
AB  - 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.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Innovación empresarial
KW  - Innovación de productos
KW  - Marcas de productos
KW  - Incremental innovation
KW  - Brand-Product
KW  - Industrial design
KW  - Economía
KW  - Negocios y management
KW  - Economics
KW  - Business
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1168
ER  -