New wine in old bottles or new bottles for new wine? Product language approaches in design-intensive industries during technological turmoil

Volume: 27, Issue: 2, Pages: 133 - 147
Published: Jan 19, 2018
Abstract
It is widely acknowledged that technological innovation affects the development of product language. Some scholars argue that technological innovation leads companies to develop radically different product language to emphasize novelty; conversely, others note that technological innovation pushes companies to recall previous technology product language in order to increase acceptance of the new technology. This article analyzes the rationale...
Paper Details
Title
New wine in old bottles or new bottles for new wine? Product language approaches in design-intensive industries during technological turmoil
Published Date
Jan 19, 2018
Volume
27
Issue
2
Pages
133 - 147
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