Purpose The importance and complexity of proposing radically new meanings are well-established in the literature. However, a limited number of contributions have analyzed how they can be developed. The purpose of this paper is to analyze the development of radically new meanings at the basis of...

Purpose Notwithstanding the importance innovation scholars have accredited to design-driven innovation (DDI), no attempts have been made so far to systematically study whether and how this innovation strategy can be used in the retail context in order to gain and nurture competitive advantage....