“…For example, it has been found that in particular innovative, new design that is dissimilar compared to competing ones enhances market performance (e.g. Gemser & Leenders, 2001;Micheli & Gemser, 2016;Rubera, 2015;Tabeau et al, 2017;Talke, Salomo, Wieringa, & Lutz, 2009;Verganti, 2008), particularly in the longer term (Landwehr et al, 2013;Verganti, 2008) and when accompanied by media attention for sensemaking and market acceptance (Micheli & Gemser, 2016;Wilner & Huff, 2017). Furthermore, it has been found that, in order to generate positive design outcomes, effective design management is essential (e.g.…”