ABSTRACT
In the debate on the drivers of firm competitiveness an increasing attention has been recently given to design (e.g., Verganti, 2009). Design is able to open new innovation trajectories for firms, going beyond the traditional focus on product functional features to support the intangible dimension of innovation outcomes. Design is also considered one of the strategic directions of investments for firms who want to achieve more value within their value chains, also at the international scale (design as a functional upgrading strategy; Gereffi, Humphrey, & Sturgeon, 2005).
