Design Thinking Model as Inducer of Business Innovation: An Empirical Study

Authors

  • Luiz Alberto Bonini Universidade de São Paulo – FEA/USP, São Paulo
  • Roberto Sbragia Universidade de São Paulo - FEA/USP, São Paulo

DOI:

https://doi.org/10.5585/gep.v2i1.36

Keywords:

Design Thinking, Innovation Management, Strategy

Abstract

Nowadays innovation is one of the most important strategic drivers for organizations, as in 1970’sand in 1980’s the corporations were focused on total quality and in 1990’s on reengineering. Forcreating sustainable leadership in the future, organizations should: change the engagement rules in atraditional industry; redefine the boundaries between industries; and create entirely new sectors.However, the company’s predictive capability to change the sector arises when senior executivescan empathize with the basic human needs.In this context, the Design Thinking emerges as a model of innovation with high potential togenerate outstanding results for organizations seeking the leadership, since it contemplates methodsof research and development of solutions highly-focused on users. The aim of this study is toexplore the model of Design Thinking from the perspective of innovation strategic management.Therefore, the study includes literature searches on innovation, design and Design Thinking, asurvey with professionals who have experience applying the model and, finally, a case study of aBrazilian computer manufacturer.The results obtained demonstrate that the implementation of a systematized model of Design Thinking requires several cultural and process changes. However, the model is able to generatepositive results in the development of innovative solutions, since it is supported by advancedmethods to understand the context and to generate ideas focused on users and their needs.

Author Biographies

Luiz Alberto Bonini, Universidade de São Paulo – FEA/USP, São Paulo

Graduado em Administração de Empresas pela Faculdade de Economia e Administração da Universidade de São Paulo – FEA/USP, São Paulo, SP.

Roberto Sbragia, Universidade de São Paulo - FEA/USP, São Paulo

Mestrado em Administração pela Universidade de São Paulo; Doutor em Administração pela Universidade de São Paulo; Pós-doutorado em Management of R&D pela Northwestern University/Technological Institute/Departament of Industrial Engineering and Management Sciences. Atualmente é professor da Universidade de São Paulo, atuando junto ao Departamento de Administração da FEA, onde coordena o grupo de estudos em Gestão da Inovação e Projetos Tecnológicos .

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Published

2011-06-29

How to Cite

Bonini, L. A., & Sbragia, R. (2011). Design Thinking Model as Inducer of Business Innovation: An Empirical Study. Revista De Gestão E Projetos, 2(1), 03–25. https://doi.org/10.5585/gep.v2i1.36

Issue

Vol. 2 No. 1 (2011): January-June

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