Inspired by design and driven by innovation. A conceptual model for radical design driven as a sustainable business model for Malaysian furniture design

The definition of innovation does not help the entrepreneurs, business person or innovator to truly grasp what it means to innovate, hence we hear that government has spend millions of ringgit on "innovation" by doing R & D. However, the result has no avail in terms of commercial value. Innovation can be defined as the exploitation of commercialization of an idea or invention to create economic or social value. Most Entrepreneurs and business managers, regard innovation as creating economic value, while forgetting that innovation also create value for society or the environment. The ultimate goal as Entrepreneur, inventor or researcher is to exploit innovation to create value. As changes happen in society and economy, organizations and enterprises have to keep up and this requires innovation. This conceptual paper is to study the radical design driven innovation in the Malaysian furniture industry as a business model which the overall aim of the study is to examine the radical design driven innovation in Malaysia and how it compares with findings from Western studies. This paper will familiarize readers with the innovation and describe the radical design driven perspective that is adopted in its conceptual framework and design process.