Product design strategies in technological shifts: An explorative study of Italian design-driven companies

This article analyzes the relationship between technological shift and product design strategies in the Italian lighting industry, where design players have experienced a discontinuous technological shift due to the introduction of LED (Light Emitting Diode) technology. null Product design strategies are framed according to two tradeoffs: (i) product portfolio language heterogeneity versus product portfolio language homogeneity and (ii) product...