Cognitive complexity and stylistic innovation of small Taiwanese design firms: A preliminary study

The preliminary research investigates cognitive complexity, which is the cognitive structure of an individual on his or her social world, and its role in stylistic innovation, particularly the changes of design in appearance... [ view full abstract ]

The preliminary research investigates cognitive complexity, which is the cognitive structure of an individual on his or her social world, and its role in stylistic innovation, particularly the changes of design in appearance or symbolic meaning of products, in six Taiwanese small design firms. The research results reveal that the Taiwanese entrepreneurs use cognitive complexity in stylistic innovation. The entrepreneurs use cognitive complexity to determine the structural prerequisites of aesthetic products. The domain specific cognitive complexity of the entrepreneur influences the selection of relevant and appropriate dimensions in stylistic innovation. Entrepreneurs’ strategic decision to target at the customer-oriented market or the designer-driven market will affect the stylistic orchestration and agile synchronization components in the process of stylistic innovation.