Design Thinking in Innovation Consulting
Pashkov, Daniil (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052714452
https://urn.fi/URN:NBN:fi:amk-2020052714452
Tiivistelmä
The innovation is the greatest competitive advantage nowadays. As Peter Drucker said in one of his marketing discussions, “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation." (Peter Drucker, 2006). And a lot of companies are seeking more advanced and improved ways of making the process more linear, rational, and simple in order to provide their customers with innovative solutions in today’s market. That is the reason, I decided to analyze today's market best practices to achieve innovation and compare it with the Finnish market.
The scope of the thesis is to show the strategies and innovative concepts that are used nowadays. Compare gathered information from various literature resources and analyze the behavior towards innovation in different market segments. The thesis investigations are based on seven various literature resourced on the topic of the brand, design thinking and innovation, and five company interviews.
The selected methodology is the qualitative research method. The method was used to give a content analysis of visual and textual materials. The methodology includes a lot of observation, and immersion to get the most data from conducted interviews. The selected approach to achieve innovation is the design thinking process. It is used to question the problems, assumptions, or implementations. It is used by companies to track the potential problems that are unknown and helps with solving or getting rid of them fast. It is used in consulting majors when it comes to innovation practices.
The research is followed by the best practices of the design thinking process, to establish the aims of the relevance of business practices being linked to a theoretical framework. The design thinking approach helps with describing the core approach of the discipline and provides valuable insights for professionals, for the further implementation process of future design strategies.
As a result, best practices of design thinking strategies were chosen for an innovative approach. The information from literature and company interviews was analyzed and summarized into a combination of strategies for creating innovation with exceptional concepts of various market segments.
The scope of the thesis is to show the strategies and innovative concepts that are used nowadays. Compare gathered information from various literature resources and analyze the behavior towards innovation in different market segments. The thesis investigations are based on seven various literature resourced on the topic of the brand, design thinking and innovation, and five company interviews.
The selected methodology is the qualitative research method. The method was used to give a content analysis of visual and textual materials. The methodology includes a lot of observation, and immersion to get the most data from conducted interviews. The selected approach to achieve innovation is the design thinking process. It is used to question the problems, assumptions, or implementations. It is used by companies to track the potential problems that are unknown and helps with solving or getting rid of them fast. It is used in consulting majors when it comes to innovation practices.
The research is followed by the best practices of the design thinking process, to establish the aims of the relevance of business practices being linked to a theoretical framework. The design thinking approach helps with describing the core approach of the discipline and provides valuable insights for professionals, for the further implementation process of future design strategies.
As a result, best practices of design thinking strategies were chosen for an innovative approach. The information from literature and company interviews was analyzed and summarized into a combination of strategies for creating innovation with exceptional concepts of various market segments.
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