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Design leadership at scale requires leaders who design the design function, establish a thriving environment for the creative team, and shape the design organization to drive progress, advance innovation, and enhance meaningful customer experiences. To examine the foundations of successful design leadership, the authors performed extensive in-depth interviews with design leaders working for Fortune 500 organizations across industries. Based on these insights, Design Leadership Ignited delineates a pathway to design excellence, which includes establishing a forward-looking strategy and an adequate organizational structure for the design function, empowering the design team, and scaling the impact of design across the entire organization. This book takes the position that a core challenge in the journey towards design excellence is the need to recognize and balance the often-contradictory objectives and activities that design leaders encounter. Combining their practitioner experience and research, the authors provide a framework to embrace the complexity of design leadership that will elevate design at scale.

This article proposes a research agenda for studying the relationships between industrial design and performance in the context of new product/service development. A review of existing research on relationships between industrial design and performance is used as a basis for identifying research opportunities and developing a research agenda. The research opportunities are derived from a number of important gaps in existing research on the relationships between industrial design and performance. These gaps include a lack of in-depth examination of the relationship between performance and industrial design emphasis, industrial design capabilities, industrial design outcomes and industrial design management. Much of the existing research is case research of a few design-conscious firms while large-scale quantitative research conducted in a broad range of firms and types of development projects is relatively scarce. Furthermore, there is a lack of comprehensive models that include moderating or mediating influences and feedback. This article provides an integrative perspective on the contribution of industrial design to performance. Such an integrative view is lacking in the literature and has caused a degree of fragmentation. Hence, the article is of particular value to researchers in this field and should contribute to increased cohesiveness in future research.

Valuation of cultural products tends to be problematic. In this paper, we provide insight into how valuation of cultural products takes place by describing the changing role and significance of different types of selection systems. Three basic types of selection systems are distinguished: market selection, peer selection, and expert selection. We show that the rise of a group of painters known as the Impressionists was facilitated by a change in the selection system of the visual arts industry from one dominated by peers into one dominated by experts. In the new selection system, innovativeness has become the most highly prized product characteristic, while a range of experts have begun to play an essential role, certifying the innovativeness of either individual artists or groups of artists.

Purpose The purpose of this paper is to examine the influence of experiential augmentation on product evaluation by consumers. An important distinction is made between product-related experiential augmentation and experiential augmentation of the environment. Furthermore, the research examines how brand familiarity moderates the effect of experiential augmentation. Design/methodology/approach In two experiments (N = 210 and N = 70), both product-related and environmental experiential augmentation were varied. Participants tasted and evaluated a new coffee product from either a well-known or a fictitious brand. Findings The findings of the first experiment indicate that product-related experiential augmentation contributes positively to product evaluation for both an unfamiliar and a familiar brand. Experiential augmentation of the environment influences product evaluation negatively, but only in the absence of product-related experiential augmentation. The second experiment tests some possible explanations for this negative effect and shows that it occurs only in the case of a familiar brand. Practical implications The findings offer implications for marketing managers seeking to positively influence consumer product evaluations through experiential augmentation. First, marketing managers are advised to make a distinction between product-related experiential augmentation and experiential augmentation of the evaluation environment, and, second, they should take brand familiarity into account when employing experiential augmentation of the environment. Originality/value This research contributes to the literature by showing that product-related experiential augmentation and experiential augmentation of the environment differ in the impact they have on product evaluation and providing insight into the relationship between brand familiarity and experiential augmentation.

Purpose The purpose of this paper is to advance the current understanding of organisational conditions that facilitate service design. Specifically, the focus is on organisational capabilities, interactive practices and individual abilities as units of analysis across service system levels. Grounded in design principles, the paper conceptualises and delineates illustrative service design conditions and introduces a respective service design capability-practice-ability (CPA) portfolio. In doing so, an emerging microfoundations perspective in the context of service design is advanced. Design/methodology/approach Conceptual paper. Findings This paper identifies and delineates a CPA that contributes to service design and ultimately customer experiences. The service design CPA consists of six illustrative constellations of service design capabilities, practices and abilities, which operate on different organisational levels. The service design CPA builds the foundation for in-depth research implications and future research opportunities. Practical implications The CPA framework suggests that if an organisation seeks to optimise service design and subsequent customer experiences, then individual- and organisational-level (cap)abilities and interactive practices should be optimised and synchronised across specific CPA constellations. Originality/value This paper provides the first microfoundations perspective for service design. It advances marketing theory through multilevel theorising around service design capabilities, practices and abilities and overcomes extant limitations of insular theorising in this context.

Purpose Producers and consumers – who represent opposing sides of the market – have different frames of reference, which may result in differences in classification of the same products. The authors aim to demonstrate that “classification gaps” have a negative effect on the performance of products and that these effects play a role in different stages of consumers’ decision process. Design/methodology/approach The data collection consisted of three comprehensive parts covering production and consumption in the music festival market in The Netherlands. The first part focused on festival organizers who were asked to classify their own music festival in terms of musical genres. In total, 70 festival organizers agreed to participate. The second part measured the genre classification of 540 consumers. In the third part, the authors interviewed 1,554 potential visitors of music festivals in The Netherlands about their awareness of the festival and if they considered visiting or actually visited the festival. Findings This paper provides empirical evidence that a classification gap between the production side and the consumption side of the market has negative effects on music festival performance. In addition, the authors found that this is in part because of lower activation of potential consumers in the marketplace. Practical implications An important practical implication of this study is that – in general – producers should be aware that classification gaps can occur – even if they are sure about the classification of their products – and that this can have serious consequences. The category membership of products is often seen as a given, whereas it cannot be assumed that the classification perceived by different economic groups is the same – as demonstrated in this paper. Originality/value This paper demonstrates that a fundamental – but understudied – disconnect between the two opposing sides of the market (i.e. producers and consumers) regarding the classification of the same products can have negative effects on performance of these products.

Critics and their reviews can play an important role in consumer decision making in general, and film choice in particular. In this study, we propose that consumers of art house movies are being led by film reviews when making a film choice (influence effect), whereas consumers of mainstream movies are hypothesized to rely mainly on other sources of information. Thus, in the latter case the review does not influence the moviegoer, but may still be a reflection of the ultimate success of the movie (predictor effect). Using the Dutch film industry as our empirical setting, we study the effects of reviews on the opening weekend and on the cumulative box office revenue. Our research shows that the number and size of film reviews in Dutch newspapers directly influence the behavior of the art-movie-going public in their film choice. The number and size of film reviews of mainstream movies, on the other hand, only predict movie performance.

A key challenge for companies engaging in new product development (NPD) is to reduce uncertainty by accurately forecasting demand. In this study, we focus on whether later-stage NPD market performance assessments are more accurate than early-stage assessments. Although the literature supports this, we suggest four factors (escalating commitment, information-processing limitations, emergence of new uncertainties, and interdependencies) why this may not be so. Using data from the movie industry, we find that the price film distributors pay to producers for a nearly or fully completed but not yet launched film (the so-called minimum guarantee) mediates the effect of production budget, the main predictor of revenues at the early stage of NPD, consistent with the hypothesis that later-stage assessments are more accurate than earlier ones. However, despite the external validity of this market-based measure, the amount of uncertainty reduction is limited. The implications for NPD uncertainty management are discussed.