Abstract
The number of product design awards a company wins has been used to evaluate the performance in design innovation. In this research, we want to identify what the critical factors are for making a company successful in winning product design awards. We also discuss about in what aspects can winning product design awards affect a company. Previous studies have indicated the three dimensions of design innovation, which are the aesthetic, functional, and emotional aspect. These are essential in the criteria in product design awards. However, we want to find out other factors that can influence on a company’s winning awards. Semi-structured in-depth interviews were conducted to reveal specific information generated with the interviewees’ background to obtain deep insights. The research objects are Thermaltake and AsusTek, both of which are Taiwanese companies successful in winning awards. AsusTek has been recognized by the awards with their laptops, tablet PCs, desktops, motherboards, monitors, gaming laptops, gaming keyboards, servers, routers, projectors, etc. Thermaltake has core competencies in their cooling ability and industrial design with the brand image built in the gaming market. On top of that, it has long-term cooperative relationships with the largest GPU manufacturers. It has been recognized by the awards with their PC cases, gaming mice, gaming keyboards, gaming consoles, CPU coolers, etc. We found out that the innovation-driven leadership, building a corporate culture friendly for innovation, making adjustments to match the environment, and keeping connected to the current trends are the common key factors for being successful in winning product design awards. Keywords: Product design awards; Product design; Industrial design; Innovation; Case studies; In-depth interview