Purpose: Using Taiwanese enterprises that produce computer and consumer electronics products as case subjects, this study aims to explore the effective product innovation strategies applied to cope with competition in the global market and develop a competitive advantage. The product design strategies and methods of companies that used different types of innovation strategies were then analyzed. Finally, a mapping framework for product innovation and design strategies was proposed for enterprises in the computer and consumer electronics industry in Taiwan. Design/methodology/approach: The two stages of this study were a questionnaire survey and case studies. Stage 1: A questionnaire survey and literature review were performed to explore the innovation strategies used by companies in the Taiwanese computer and consumer electronics industry. The purpose of the literature review was to determine the definitions and content of innovation strategies. Stage 2: Design and R&D managers were interviewed to explore the practical design strategies and approaches to product design in the industry. Findings: These four innovation strategies and ways of product design are closely related to the scale, business type and product development conditions in enterprises. Notably, different innovation strategies have different approaches to product design. Generally, product design emphasizes “new experience” in aggressive innovation enterprises, “new value” in market innovation enterprises, “new service” in technical innovation enterprises and “new positioning” in opportunity innovation enterprises. The findings of this study provide a reference for product R&D and design in enterprises. Originality/value: In recent years, the global market of computer and consumer electronic products has been fiercely competitive. Therefore, only enterprises that can innovate, respond rapidly and maintain advantages in product design can survive in the market. Hopefully, this case study of companies in the Taiwan computer and consumer electronic industry can provide a reference for product R&D and design. The findings of this study provide a reference for product R&D and design in enterprises, especially the Chinese market. © 2017, © Emerald Publishing Limited.
