A Functional Perspective on the Emergence of Dominant Designs

Abstract

Models of long-term product innovation depict the trajectory of products through an evolutionary selection metaphor in which product designs converge toward a dominant design. The product innovation literature favors trajectory descriptions based on the physical architecture of products while neglecting to account for the functional architecture. This paper offers a new way to explain the life cycle of product innovation by identifying motifs that describe a product’s functions. Functional motifs are recurrent function blocks across multiple generations of designs for a product. A collection of functional motifs defines the functional architecture of the product. Using some key examples from innovations in sewing machines, the paper illustrates the occurrence of motifs as the basis for detecting the emergence of a dominant design. Patents related to the sewing machine over 177 years are analyzed to identify functional motifs characterizing the evolution and convergence toward a dominant design. Results show that motifs do not change over long periods once a dominant design emerges, even though components continue to change. This observation confirms a view of dominant designs as a technological frame but refutes the notion that design no longer matters in the era of incremental change. These motifs refine our understanding of how designs evolve along a particular path over the course of product innovation.