“We Wanted to See If It Holds Water”

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With the goal of finding out how much design-led innovation can offer to a B2B-oriented family-run company, this work presents a case study within an industry notorious for its reluctance to invest in design. We examine a company that manufactures horizontal and vertical log band saws, which began employing the services of a design studio only in 2014. In addition to quantifying the tangible, measurable effect that the design studio has had on the company’s ecosystem, the article also helps to broaden our understanding of the importance of innovation in the context of a family-run company’s coevolution.