(Universidad Icesi, 2012-01-01) Hurtado Ruiz, Andrés Julián; Arboleda Arango, Ana María
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.
