... analysis is conducted on strategies regarding a specific type of product within the Italian furniture industry (namely, chairs). In particular, the paper explores the roles played by furniture companies in the diffusion processes of product signs. Analysing approximately 300 chairs marketed by 35 leading...

... these values in their product offering and in defining the most adequate innovation strategies that they can adopt. Design/methodology/approach The authors conducted an empirical analysis on more than 450 products from the Italian furniture industry. Moreover, using an interpretative model 50 product signs...