Table 3 Sources of new ideas adopted by...

Table 3

Sources of new ideas adopted by the companies investigated

Company	New product development and sources of new ideas
Company	Type of design department and composition	Innovation protection mechanisms adopted	Internal vs external sources of the new ideas	Test used to evaluate the reaction of customers to the new collection
A	Single designer	None	External (magazines; visits; trade fairs)	None
B	6 design teams (one per clothing line) with functional structure, with 32 people per team	Trademark	External (magazines, visits, fashion exhibitions, trade fairs)	None
C	Single designer	None	External (visits, Internet)	None
D	1 lightweight design team with 55 people	Trademark	Internal	Market surveys
E	Single designer	Trademark	External (market surveys, contacts with customers, sales agents or distributors)	None
F	2 lightweight design teams (one for men's collections and one for women's collections) with 3 people per team	Trademark	External (magazines, contacts with customers, sales agents or distributors, trade fairs)	Focus groups involving potential customers
G	Single designer	Trademark	Internal	Meeting with sales representatives
G	Single designer	Trademark	External (contacts with customers, sales agents or distributors)	Meeting with sales representatives
H	Single designer	None	n.a	None
I	Single designer	Trademark	Internal	None
I	Single designer	Trademark	External (fashion exhibitions)	None
J	1 design team with functional structure with 5 people	Trademark	Internal	None
J	1 design team with functional structure with 5 people	Trademark	External (magazines, fashion exhibitions, contacts with customers, sales agents or distributors, trade fairs)	None
K	Single designer	None	Internal	None
K	Single designer	None	External	None
L	5 design teams (one per company brand) with functional structure with 2 people per team	Trademark	External (magazines, visits, fashion exhibitions)	Direct interviews with the company's employees
M	1 lightweight design team with 3 people	Trademark	External (magazines, visits)	None
N	Single designer	None	Internal	None
O	1 lightweight design team with 6 people	None	Internal	None
O	1 lightweight design team with 6 people	None	External (magazines)	None

Company	New product development and sources of new ideas
Company	Type of design department and composition	Innovation protection mechanisms adopted	Internal vs external sources of the new ideas	Test used to evaluate the reaction of customers to the new collection
A	Single designer	None	External (magazines; visits; trade fairs)	None
B	6 design teams (one per clothing line) with functional structure, with 32 people per team	Trademark	External (magazines, visits, fashion exhibitions, trade fairs)	None
C	Single designer	None	External (visits, Internet)	None
D	1 lightweight design team with 55 people	Trademark	Internal	Market surveys
E	Single designer	Trademark	External (market surveys, contacts with customers, sales agents or distributors)	None
F	2 lightweight design teams (one for men's collections and one for women's collections) with 3 people per team	Trademark	External (magazines, contacts with customers, sales agents or distributors, trade fairs)	Focus groups involving potential customers
G	Single designer	Trademark	Internal	Meeting with sales representatives
G	Single designer	Trademark	External (contacts with customers, sales agents or distributors)	Meeting with sales representatives
H	Single designer	None	n.a	None
I	Single designer	Trademark	Internal	None
I	Single designer	Trademark	External (fashion exhibitions)	None
J	1 design team with functional structure with 5 people	Trademark	Internal	None
J	1 design team with functional structure with 5 people	Trademark	External (magazines, fashion exhibitions, contacts with customers, sales agents or distributors, trade fairs)	None
K	Single designer	None	Internal	None
K	Single designer	None	External	None
L	5 design teams (one per company brand) with functional structure with 2 people per team	Trademark	External (magazines, visits, fashion exhibitions)	Direct interviews with the company's employees
M	1 lightweight design team with 3 people	Trademark	External (magazines, visits)	None
N	Single designer	None	Internal	None
O	1 lightweight design team with 6 people	None	Internal	None
O	1 lightweight design team with 6 people	None	External (magazines)	None

Note(s): “n.a.” = not available

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