Applying the hermeneutic framework for radical innovation of product meaning,Case Study: Design-Driven Innovation Method in the Barilla Workshop

In this article, the essence of the Radical innovation of meaning, the resultant part of the new markets, is discussed, and the basis of this type of innovation based on hermeneutic theories is expressed as a reflection of the interpretive and inspiring innovation of the meanings of design. This article is conceptual in nature since it aims at providing a theoretical platform which other scholars may build on.The study of two approaches to innovation management, namely, innovation as problem-solving and innovation, as an idea, both of which is of analytical innovation, does not fully reflect the nature of radical innovation, hence the need for a richer perspective it feels like a complete understanding of the real dynamics of this type of innovation. The radical innovation of meaning, as related to change the meaning, has become the focus of innovation in the field of design-driven innovation, which is itself in the category of interpretive innovations. Comparison of analytical and interpretative innovation methods shows that successful innovation requires processing in two stages of problem-solving through analysis and interpretation in parallel. Since analytical innovation is a kind of information simplification that cannot cover the complexity of problem-solving. Comparing these two methods of innovation shows that the interpretive model is in the effort to reach new meanings, but most dominant analytical models are thought to be solving the problem, so companies that are looking for radical innovations of meaning can turn into interpretative innovations. In conclusion The study of ”the design direction workshop” at Barilla and the hermeneutic revising of its stages as a method of design innovation showed All the steps used in this workshop are equivalent  to the same concept in hermeneutical thinking: "metaphor and narration" in the literary hermeneutic of Ricoeur, " The reflective turn "in the process of interpretation in the hermeneutic of Ricoeur  is the base of the" envisioning "," fusion of horizons "in  Hans Robert Jauus’s  thinking  equivalent to the" share and connect "phase in the "design direction workshop", which shares the insight in the meetings of the team and finds the link between the proposals By participants. An observation suggests that if people understand this level of knowledge of hermeneutics, they would be more successful, meaning that knowing hermeneutic concepts can make people more creative. The studies in this paper were the initial field studies to justify the hypothesis mentioned. And it was attempted to provide the context in which other concepts of genetics were used to create other innovation processes and to explore future developments in how to use these methods in design. The observation of this method of interpretive innovation, and a refreshing of its stages with hermeneutical concepts, makes it clear that the underlying structures of these structures are mainly the basis of the study of hermeneutics. Therefore, if the authorities and organizations involved in the innovation sector do more research in this area, they will achieve more success in this type of innovation.