Interactive Creation Strategy in the Fantasy Era

The book describes an Interactive Creation Strategy to enhance product value in an intensely competitive market. As products reach maturity, they become more similar in the range of functions that they provide. This leads to competition via reduced retail price and ultimately reduced profitability. A competitive design strategy is therefore needed that can produce higher value products. An Enhanced Value Experience has been identified that can assist designers to provide quality products and to give them a unique positioning. On the basis of this value opportunity, an Interactive Creation Strategy has been formulated and applied to the domain of retail furniture. Through this, customers can create their own potential products.The Interactive Creation Strategy incorporates four functional layers: (1) key technique layer, (2) integration and communication layer, (3) experience layer, and (4) decision making layer.