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Desarrollo de una marca-producto para Gesta Diseno®. Un caso de innovación incremental

Author

Listed:
  • Andrés Julián Hurtado Ruiz
  • Ana María Arboleda Arango

Abstract

Este caso tiene el objetivo de guiar al lector en el proceso de innovación incremental de un producto. La guía hacia la innovación comienza con la revisión de tendencias de diseno y finaliza con la elaboración de un brief de diseno. El caso toma el ejemplo de la empresa Gesta Diseno® como medio para guiar un proceso de innovación que permita a la empresa apoyar la representación de su marca. En el marco de la innovación incremental, Gesta Diseno® supone una innovación pequena pero constante que, apoyada en su imagen de marca, permita a la empresa obtener una ventaja competitiva en el mercado. La principal recomendación del caso es usar la estrategia de innovación incremental como herramienta para el fortalecimiento de marca de una pequena empresa.

Suggested Citation

  • Andrés Julián Hurtado Ruiz & Ana María Arboleda Arango, 2012. "Desarrollo de una marca-producto para Gesta Diseno®. Un caso de innovación incremental," Estudios Gerenciales, Universidad Icesi, March.
    • Handle: RePEc:col:000129:011278
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1168
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    More about this item

    Keywords

    Innovación incremental; marca-producto; diseño industrial; Gesta Diseño®;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • L89 - Industrial Organization - - Industry Studies: Services - - - Other

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