Business Case

INTERNATIONAL JOURNAL OF BUSINESS MANAGEMENT AND SCIENTIFIC RESEARCH

Push strategy of producing and incentivizing sales personnel to liquidate them in the market is slowly fading into history as the world is focused on innovation and customisation. The pull strategy of understanding consumer wants and translating them into feasible innovations in design would increase the adaptability of firms making them more dynamic and survive in the long run. While reading customer minds, the firm also needs to take inspiration from the nature, termed as biomimicry, to create goods and services which can impact positively to the society and environment. This is a way to follow the R&D the nature has conducted for millions of years. It is important to sense the latent consumer desires, formulate a challenging problem statement based on the same, and create a viable and innovative prototype taking multiple options drawn from various sources and take feedback from the market to improve the design so that the firm is constantly on the creative move to survive and thrive in the long run while contributing positively to the society and environment it is embedded in. This paper makes an attempt to understand the concept of sustainability in the perspective of design thinking.

This report makes an attempt to illustrate the innovation in design thinking which can be applied in a business perspective in order to enhance the business process and model. This report has chosen one of the highly successful businesses of the modern age which have solved the most painful problem for any traveller which is accommodation. It critically analyses the business model of Airbnb and the innovations it has brought in the home rental industry. Airbnb has solved on of the pertinent problems for travellers throughout the world since it becomes extremely difficult to find a home at affordable prices in unknown localities. This article elaborates the present scenario and how it has been able to solve an existing problem through design thinking. It also tries to identify the elements in the business model of Airbnb where improvements can be made and can be driven by a design thinking. At last, the articles try to give some recommendations for the improvement of the design process and the problems faced by Airbnb at present. It is justified to mention that the report makes an attempt to generate a framework for a thorough evaluation of the business model of Airbnb and the problems it presently faces from a design perspective which can be utilised in similar other academic researches concerning other organizations.

The paper deals with design thinking concept in education. Design orientation has been identified as a factor integrating decisions at different levels of an organization, involving customers (Bloch et al., 2003; Moll et al., 2007). It represents an organizational vision and includes the set of conscious, reflective and creative ways of conceiving, planning and artful making of products and services that generate value for customers and enable them to engage in their individual or social endeavors, whether these are utilitarian, functional, material, communicative, symbolic, or experiential (Venkatesh et al., 2012). It can also be described as a managerial strategic approach based on choosing design as a source of competitive advantage (Borja de Mozota, 2003). Previous studies also point out that design oriented companies are more open to creative managerial design thinking. The methodology of solving problems through design thinking methods has been accepted from business, where numerous organizations used it to increase their innovativeness and business success, to educational system where some of the leading design, as well as business schools adopted it as a teaching method. Design thinking methodology is human-centered, open-minded and integrative. The benefits of a multi-disciplinary approach and design thinking in business have been specially recognized among influential educational institutions in the world (USA, Europe, South Korea, China). However, design thinking as a new managerial approach is still not implemented enough as a course in educational programs of Croatian schools and universities.

The paper deals with design thinking concept in education. Design orientation has been identified as a factor integrating decisions at different levels of an organization, involving customers (Bloch et al., 2003; Moll et al., 2007). It represents an organizational vision and includes the set of conscious, reflective and creative ways of conceiving, planning and artful making of products and services that generate value for customers and enable them to engage in their individual or social endeavors, whether these are utilitarian, functional, material, communicative, symbolic, or experiential (Venkatesh et al., 2012). It can also be described as a managerial strategic approach based on choosing design as a source of competitive advantage (Borja de Mozota, 2003). Previous studies also point out that design oriented companies are more open to creative managerial design thinking. The methodology of solving problems through design thinking methods has been accepted from business, where numerous organizations used it to increase their innovativeness and business success, to educational system where some of the leading design, as well as business schools adopted it as a teaching method. Design thinking methodology is human-centered, open-minded and integrative. The benefits of a multi-disciplinary approach and design thinking in business have been specially recognized among influential educational institutions in the world (USA, Europe, South Korea, China). However, design thinking as a new managerial approach is still not implemented enough as a course in educational programs of Croatian schools and universities. Keywords: design orientation, design thinking, education, managerial approach, Croatia

LOGO e Revista, 2020

RESUMO This paper examines the possibilities of design's contribution to other professional fields through a design thinking process model called MO-PDET. The model was structured based on concepts of 11 authors. In this sense, the investigation brings relevant concepts about design since the 1960s. The literature review also addresses business plan and marketing plan. The results chapter describes the applications possilibi-ties for MOPDET under 3 circunstances, as well as the expected outputs for each one. Finally, in the conclusions it is suggested as future research the application of the model in other professional segments. Este artigo apresenta a contribuição do design para outras áreas pro-fissionais por meio do modelo do processo de design thinking denomi-nado MOPDET. Este modelo foi construído com o embasamento teórico de 11 autores. Neste sentido, a investigação traz conceitos relevantes sobre o design desde os anos 1960. A revisão da literatura envolve tam-bém os temas plano de marketing e plano de negócios. No capítulo de resultados são descritas as aplicações do modelo MOPDET em 3 situa-ções e as decorrências desses aplicações. Por fim, nas conclusões suge-re-se como pesquisas futuras a aplicação do modelo em outros segmen-tos profissionais. KEYWORDS Design thinking. Marketing plan. Business plan. PALAVRAS-CHAVE Design thinking. Plano de marketing. Plano de negócios

Współczesne Problemy Zarządzania, 2022

2016

Springer eBooks, 2022

2023

Design thinking is a problem-solving methodology and human centered innovation process which continues to enjoy increasing popularity with practitioners, business leaders, scholars, and educators for its potential to foster innovative activity across a wide array of business and organizational challenges. While vaulting to popularity in the wake of Tim Brown and IDEO’s emergence in 2008 with a simplified and commercialized methodology, where everyone can be a designer, it also has its share of problems making it a challenging subject. First, there is no agreed upon definition for design thinking, and the term itself is a subject of controversy among its practitioners and advocates. Second, while design thinking has gained in popularity with its mass appeal, it has a rich history rooted in design theory which has allowed for the emergence of both managerial and “designerly” discourses resulting in a “dual discourse” problem. Third, design thinking cannot seem to shake its perception of being a management fad. This research studies how design thinking is applied in the field by practitioners by asking: Are all practitioners using design thinking in the same way? Are design thinking methodologies producing the expected outcomes? Are there new insights that may improve upon the current model(s) to better serve the end user, which are not captured in the literature? While this study does not attempt to arrive at a unified definition for design thinking, it does contextualize design thinking from the perspective of design thinking practitioners while developing a processual model describing how it is practiced. This model proposes four separate process pathways combining substantive, symbolic, choreographic, and educational actions. These actions all happen simultaneously, are seemingly interrelated and are all choreographed by the lead practitioner as if it were a theatrical production with numerous moving parts, interdependent on each other. Moreover, this study reveals additional outcomes beyond problem solving that practitioners arrive at which serve to improve business objectives and drive cultural change. Keywords: Design thinking, process model, process pathways, design thinking outcomes, symbolic actions, design thinking practice, design thinking application, business transformation, cultural change, grounded theory