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Design orientation: a grounded theory analysis of design thinking and action
Stockholm University, Faculty of Social Sciences, School of Business.
2012 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 12, no 3, 289-309 p.Article in journal (Refereed) Published
Abstract [en]

The notion of design thinking or 'design as a state-of-mind' and its articulation through design orientation implies that true innovation is a company-wide phenomenon and cannot be left to single individuals as a marginalized function within a company. Many innovative companies try to integrate technical performance with an aesthetic vision - which is not to be confused with style - as the driving force of the organization. Based on our findings and analysis, we put forward theoretical propositions that cover various aspects of design orientation.

Place, publisher, year, edition, pages
2012. Vol. 12, no 3, 289-309 p.
Keyword [en]
Aesthetics of design, design orientation, design thinking, innovative design
National Category
Business Administration
URN: urn:nbn:se:su:diva-82989DOI: 10.1177/1470593112451388ISI: 000309667800004OAI: diva2:574174


Available from: 2012-12-04 Created: 2012-12-03 Last updated: 2012-12-04Bibliographically approved

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