The anatomy of design-intensive start-ups

This paper analyses a new phenomenon to date poorly researched: start-ups that focus on design as primary source for their development (design-intensive start-ups, or DIS). Two main questions underpin the study, which is explorative in nature: whether these start-ups use design differently from new technology start-ups (NTS) and how DIS differ from NTS with respect to typical dimensions of start-ups. A multiple case studies protocol was adopted to investigate these two questions. Results show that not only do DIS differ from NTS with respect to several core dimensions but they also differ in terms of the overall new venture creation logic. As a matter of fact, DIS, differently from NTS, seem to rely more on an effectuation logic than on a causation logic. Theoretical and practical implications of these findings are discussed.