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Business Essay

1825 words - 7 pages

IntroductionThis research addresses the concept of design thinking as a strategic tool in business leadership. The design thinking concept and general process is introduced along with market examples of its implementation. A critical analysis including positive and negative implications of the concept on the market is provided in this research. The study also discusses case study of the Nestle Company's design thinking process. It draws some conclusions based on the literature review and the author's perception of the concept of design thinking.Design ThinkingDeign thinking is an abstract concept that has existed in the business world since centuries. Analysts and researchers have defined this concept at places however there is no full-scale definition that covers all aspects of this process. According to Brown (2008), the process of design thinking is a human centered and collaborative attitude towards problem solving that is creative, repetitive and implementable (Brown, 2008). According to Owen (2006), design thinking is a forward approach that not only solves a present day problem but addresses a possible future concern as well (Owen, 2006).The term design thinking is self-explanatory as it implies the tailoring of the 'thinking' process towards 'designing' a solution. It is a process that uses both analytical and intuitive thinking to reach a product design as explained in the figure below (Howard, 2013).Figure 2.1: Design ThinkingAnalytical ThinkingDesignThinkingIntuitive ThinkingThe Design Thinking ProcessThere are three primary steps involved in the design thinking process within an industry or business. These are discussed below:InspirationInspiration is necessary to generate idea(s) that will eventually form the basis of a business model or provide for the revamping of an existing idea (School of Education (SUSE), 2012). Using imagination is a pre-requisite to the entire process. In order to brainstorm for ideas, the problem must be understood in depth and observations must be made to search for solution. The following questions can be asked to understand the problem and set a direction for the though process:What exactly is the problem or what is the objective of the brainstorming activity?Where does the problem occur and why?Can technology help?What other options are available?Close and keen observation of the problem environment, researchers' surroundings and general ambience can usually yield creative ideas that are either direct solutions or indirectly provide a direction towards a solution. An individual's five basic senses, coupled with reading, observations and understanding of concepts helps find useful ideas for problem solution.IdeationThe next step in the process is ideation. Once the problem has carefully been defined and understood, ideas to solve the problem are brainstormed. Some companies do intense brainstorming sessions among staff or Research and Development (R&D) teams to draw possible solutions. These solutions...

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