1. Introduction “Design Driven Innovation” (Verganti, 2009) or “Design Inspired Innovation” (Utterback et al., 2006), a design-oriented (or new meaning oriented) product/service planning concept, is now widely used recognized as one of the most competitive approaches to business creation. This approach focuses on developing concept-oriented products to bring new meaning to the product, as represented by the iPod (Apple Inc.), Allesi kitchenware (Allesi SpA), and the Wii (Nintendo Corp.). A unique product concept and a coherent strategy overcome various market barriers or technological obstacles. Indeed, the iPod created a new virtual market for the music industry, Swatch transformed watches into everyday costume accessories and the Wii integrated a new controller, which offers a completely new experience to users and extends the games for the elderly. innovation is not isolated from technological innovation, but includes interactions with technology. For example, Verganti (2009), analyzing four cases (Nintendo Corp.'s Wii, Swatch, Apple Inc.'s iPod and ST Micro Electronics), found that an element of industrial design reveals substantial value of technological innovation , and even in the field of high technology. business design is a key driver of technological breakthrough. These cases imply not only that the characteristics of industrial design contribute to the user's knowledge of the meaning of technological innovation (see Rindova and Petkova, 2007), but that the designs also formulate the user's needs, translate into a product concept and define a necessary technological innovation (Moody, 1980). ). As an illustration, a survey of 44 innovative projects in UK SMEs found that commercially successful technological innovation projects...... paper designers, who create a relatively high quantity of industrial designs (in particular forms), will contribute to technological innovation. The preliminary studies only concern the designers' capacity for integration, but they can also invent on their own provided they have technical knowledge. In some large cases of design-driven innovation, such as Dyson's cyclone vacuum cleaner, the core technologies are invented by product designers (in the case of Dyson, see James Dyson's autobiography: Dyson, 2000 ). Therefore, we can also establish another hypothesis by modifying Hypothesis 1 as follows: Hypothesis 2: In a modularized and user interface-oriented industry, industrial designers, who create a relatively high amount of industrial designs, will contribute to innovation technological by inventing a basic technology for realizing their product concept on their own.