Product Meaning-Making in High-Tech Companies: A Case Study of DJI Drones

Abstract

The aim of this paper is to investigate how the product meaning is actually constructed in high-tech companies. The research method is based on the Circuit of Culture model, a closed loop of five main cultural processes as defined by Du Gay et al. [1], to analyse DJI drones from five perspectives. The findings of this case show that high-tech firms rely on innovation of technologies for producing the meanings. The conclusion of this paper is that technological innovation, in terms of high-tech enterprises, is the main method to acquire and consolidate users, especially in new technology field, then, through consumers’ social practices to produce symbolic mean-ings, which further develop the meanings of products. This case study em-phasises the technological in-novation plays an important role for product meaning-making in high-tech enterprises and analyses how technology af-fects the formation of product culture and meaning.