Purpose In the stream of works showing the semantic dimension as a core concept of the
product innovation (e.g.: Design Driven Innovation), the paper presents a new business
modeling approach driven by design and meanings. Similarly to the concept that the product is
not represented only by form and function but also by meaning, the entire business model of a
company does not transmit economic and technological value only, but tells a lot of the company
from a semantic point of view. The work points out that companies can focus on the management
of meanings to “make sense” of their entire business model moulded in building blocks, and
realize what we called Meaning Strategy.
Design/methodology/approach After a detailed overview of the theoretical background
grounded in the strategy literature and design one, to support our perspective, an in-depth study
of Meaning Strategy performed by illycaffè is presented.
Findings The value of the work lies in underlining that the design driven (product) innovation’s
application can be extended further than only describing successful (product) strategies of
design-intensive manufactures and in the suggestions on how to implement a Meaning Strategy,
creating new meanings not only in the products, but also in the building blocks of a company’s
business model.
Originality/value
The Meaning Strategy content and action-oriented framework proposed and the matrix business
model meanings versus building blocks can become tools to design and communicate the
company strategy’s pivotal elements and its evolution and they can drive strategists in
developing and managing new/existing meanings and building blocks.
