co‐design, its potential benefits and its costs. Recently, scholars have increasingly underlined the need for bringing … characteristics of the firm. This paper contributes to this contingency theory of co‐design adoption. We investigate the role of three … purchasing and new product development practices. An empirical analysis of 67 Italian manufacturers demonstrates that co‐design …

expressed in literature regarding the transferability of co‐design best practices to different firms and countries. On the other … component design and dramatically change its supply chain management approach. Moreover, despite the massive involvement of …

leads companies to approach the product design as a means to create a competitive advantage. Considering that competing … through design involves the development of new product languages and signs, the ability to develop products that convey …‐cultural trends and emerging phenomena in society, which lends itself to a discourse on design. Designers can support companies by …

in their product offering and in defining the most adequate innovation strategies that they can adopt. Design … a restricted set of design experts on a subset of representative products. In contrast with the current literature in …

enterprise (SME) players in local systems of fashion firms. Design/methodology/approach – This case study research focuses on … of products and services to their immediate customers and downstream customers. Originality/value – Inter‐firm design and …

technology in the context of design driven innovation. Design/methodology/approach – This is an explorative study drawing on … cases of new product development (NPD) by six design‐oriented Italian firms. In analyzing the cases a longitudinal approach …. Practical implications – From a managerial point of view, this study suggests that firms which develop successful design …