Creating Value on the Inside: Design‐Driven Innovation to Create New Meanings for Internal Stakeholders

Design‐driven innovation (DDI) is an approach to innovation that focuses on creating new meanings for the products and services a company offers. DDI differs from other forms of innovation, which are typically more so driven by the development of breakthrough technologies or on addressing current market needs. It is argued that DDI is an effective approach to creating value and promoting the growth of a company. Research regarding DDI has largely focused on the outcomes for end‐users or overall company growth. While these outcomes are important, a lot goes on behind the scenes to successfully deliver them. Internal stakeholders such as managers and employees are responsible for delivering these outcomes, and research regarding value creation for them is currently limited. This paper serves as a starting point for further research by presenting a critical literature review that investigates how DDI could be a catalyst for innovation and growth through the creation of new meanings for internal stakeholders involved in the development of products and services. The result of this literature review is the identification of possible areas for intervention and a proposal for further primary research.