Contributions of design emphasis, design resources and design excellence to market performance in technology-based service innovation

•A holistic view of design includes design resources, emphasis and excellence.•Data from 176 technology-based service firms are used to test hypotheses.•Design emphasis and design resources are found to contribute to market performance.•Surprisingly, design excellence is not found to contribute to market performance.

The value of design in product innovation is widely acknowledged and supported by empirical research, although extant research tends to focus solely on the role of designers, or design excellence, or design emphasis. Design in the context of service innovation is less well understood. Technology-based firms are viewed as key loci of innovation and, indeed, this innovation is not limited to product innovation, even though many of the stereotypes that come to mind have to do with the development of ever more technologically advanced ‘widgets’. In response to the gaps in current literature, this work takes a holistic approach to measuring design and examines how design resources (designers), design emphasis (emphasis on aesthetics and experience) and the outcomes of design (design excellence) jointly contribute to market performance in technology-based firms engaged in service innovation. Based on a survey conducted among managers of 176 technology-based service firms and evaluations of design excellence by design experts, the findings suggest that design emphasis and design resources both contribute to market performance. Surprisingly, design excellence is not found to contribute to market performance and possible reasons for this are discussed.