Abstract
Design-Oriented Innovation aims to pursue toward the future of a world where people live by in-house designers in the characteristics of manufacturing firms in Japan. This paper addresses the effectiveness of product innovation theory through case study, Socialization of tacit knowledge by the in-house designers in collaboration with external designers, that in between the New Product Development members born in collective intelligence. Japanese firms specific designer-centered methodology brings added value creation idea is with diversity in collaboration with external designers. It is assumed that this information helps to determine when the in-house designer of new product development team as coordinator. Finally, the pattern to which the collaboration with external designers thinking movement as a business strategy will implicate the closed collaboration ‘Elite Circle’ of new products development (Pisano & Verganti, 2008, pp.82) .
