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W. C. Kim and R. Mauborgne, “Blue Ocean Strategy. How to Create Uncontested Market Space and Make the Competition Unrelevant,” Harvard Business School Press, Boston M.A., 2005, pp. 120-125.

has been cited by the following article:

  • TITLE: How Designed Communication Supports New Product & Service Development

    AUTHORS: Olaf Gaus, Bernd Neutschel, Matthias G. Raith, Sándor Vajna

    KEYWORDS: New Product & Service Development; Designed Communication; Value Added Support

    JOURNAL NAME: iBusiness, Vol.5 No.3B, November 7, 2013

    ABSTRACT: Design is communication. In a traditional sense of design theory this idea is based on a product related perspective, stating that good design must speak a language that is understood by the recipient. The aesthetics of the design catches his interest and opens his mind as a prerequisite for his willingness to enter into a dialogue. From symbols and images an argument is derived, rationally understandable, convincing and finally condensed in a message. This process is triggered by the product design. It communicates a value proposition for the recipient combined with a demand to buy the product it refers to. At the moment of the purchase decision a transformation takes place and the value proposition turns into a benefit, the design into the product utility and the recipient into a customer. It will be argued that this process retains its validity even if communication itself is considered as a product.