Verganti (2003) proposed a third model called “design driven innovation”. It is “a strategy that aims at radically changing the emotional and symbolic content of products, i.e. their meanings and languages, through a profound understanding of broader changes in society, culture and technology” (Verganti, 2008). This model successfully describes the innovative character of many companies in Italy (e.g. Kartell, Alessi, Artemide) and worldwide (e.g. Bang and Olufsen, Apple) in terms of product semantic strategies
In this scenario, firms and consumers interact to co-create needs and co-propose
breakthrough meanings and product languages.