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An investigation of how design-oriented organisations implement design thinking

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This paper examines how design-oriented organisations implement design thinking to develop design outcomes. An empirical investigation revealed that organisations implement design thinking by: (1) creating and disseminating end-user profiles across the organisation, (2) cultivating organic organisational structures to increase collaborations, (3) using brand image to establish a design language, and (4) factoring in competitors’ design outputs to stimulate design thinking. Design thinking is typically understood as a process that results in many possibilities for innovation. The results of this study offer an alternate understanding of design thinking as a creative process that is structured by these four key implementation schemes.

Keywords: design orientation; design thinking; grounded theory; innovation; new product development

Document Type: Research Article


Affiliations: 1: California State University, Fullerton, USA 2: University of California, Irvine, USA

Publication date: November 1, 2013

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