Sense-based innovation: the new competition on meanings and relations

An increasing part of innovation success is due to non-technological intervention on the offering system, where the roles of meanings (semiotics of communication and product design) and relations (services and socialization) are critical in sustaining competitiveness. The chapter is devoted to theoretically and empirically explore how firm can gain competitive advantage trough innovation driven by sensemaking. The chapter highlights strategic drivers for sense construction that can be used in order to build sense and sustain modern innovation strategies. Two in-depth qualitative case descriptions of Italian leading companies – Bisazza and Dainese are discussed.