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In the conclusion of this study, evaluations will be made on how television producers can be positioned in terms of general innovation characteristics, and how design can be position in these firmsʼ strategies.

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The aim of this study is to explore the role of designers in today's organizations. It was investigated if designers' working environments and expectancies from designers can be linked with design thinking concept. Through this investigation, literature on designer abilities and design competence was also reviewed. Recent studies hint that designers are getting more involved with decision making and designers' skills are adapted to managerial decision making processes. This tendency can be linked with design thinking, which also suggests that both managerial problems and design problems are "wicked" by nature, and the intellectual skills required for problem solving are alike. It may be expected that design thinking concept may lead organizations to require more leadership skills from designers. Design thinking concept also supports the idea of designerly problem solving combined with user oriented competition strategies. So, it can be inferred that organizations' may prefer to employ designers with good interpersonal and client communication skills to increase the efficiency of design researches done with customers. In the scope of this study, job opportunities that were announced in Coroflot web site through a four-month period were examined to see capabilities that are expected from design and designers. The purpose was to identify abilities that are not directly required for product design practices, but hint managerial or behavioural capabilities. It will investigated if the most frequently required qualifications can be linked with the abilities of designers that are linked with design thinking concept

In this study, the relation between innovation capabilities and product identity integrity is investigated through a theoretical frame, which is briefly tested through Turkish television industry.There are many studies in literature that discuss design’s role in innovation. The differentiation of product design activities from technological improvements was also discussed before; however more recent studies conducted by Dell’Era and Verganti also discuss the visual language aspect and its contribution to product innovation. Even if many aspects of visual elements and their effect on perceived novelty are discussed, the overall outcomes of design-driven innovation on product identity and brand identity still need to be discussed. There is a prior study conducted by Dell’Era and Vergani (2007) that provide quantitative clues on the subject, but theoretical explanations and their evaluations on fieldworks are still needed.This study aims to provide theoretical explanations to product identity outcomes of certain innovation types. Literatures on innovation, organizational creativity, and comparative studies on radical and incremental innovations are studied together with studies on product identity strategies to provide a relation between innovation types and product identity outcomes.The results support prior studies that claim companies with radical innovation capabilities have more homogenous product identity. Also, the provided theoretical relations are identified to a degree in the study. The outcomes can be suggested and developed further for developing product identity strategies in organizations.