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These Design has become important to corporate competitiveness. Studies on design have paid much attention to innovation (Von Stamm, 2003; Utterback et al., 2006). A growing number of scholars see the design as the driver of the innovation, and two key ideas has gathering attention. One is the concept of "HCD (Human-Centered-Design)" and "Design Thinking" (Brown, 2008, Martin, 2009), and the other is the concept of "DDI (Design-Driven Innovation)" (Verganti, 2009). However, there is tensiondoi:10.33114/adim.2017.152 fatcat:wv5x5qkamnanpkxp3nqhcuegpy