“…Alexandrian thinking (Baldwin 2008, Langlois 2006, Murmann and Frenken 2006, Schilling 2000, Ulrich and Eppinger 2003, von Hippel 1990, the increasing digitization of products (Kallinikos et al 2013;Lee and Berente 2012, Lindgren et al 2008, Yoo 2010) calls for consideration of their differences. To substantiate this claim, it is necessary to turn the attention to Alexander's thinking on design patterns (Alexander 1979, 1999, Alexander et al 1977, something that is rarely done within technology and innovation management research.…”