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Business Thinking Through Design

In: Design Thinking for New Business Contexts

Author

Listed:
  • Yujia Huang

    (University of Dundee)

  • David Hands

    (Lancaster University)

Abstract

Chapter 5 offers a comprehensive overview of the macro-economic structure and systems that govern and affect organisations across the globe. Taking into account national differences and contextual variations, these economic systems define and direct organisational structure, composition and commercial operation. When viewed in entirety, these macro socio-economic conditions provide a broad reaching framework to both foster and limit the ability to drive leading innovation. Different types of organisation have their own unique characteristics and values to embrace and enact the process of innovation relative to their area of business operation. What works for one business may not necessarily work for another; context is of primary importance when adopting a creative mindset when securing competitive superiority through design. In essence, business composition heavily influences the strategies available to design enhancement; this is particularly pronounced when critically examining the structural differences between SMEs and large multinational organisations. This chapter aims to outline the principle business factors that need to be considered prior to embarking upon a design thinking approach to the process of securing competitive advantage, be it developing new to the world products/services or fostering organisational change by design.

Suggested Citation

  • Yujia Huang & David Hands, 2022. "Business Thinking Through Design," Springer Books, in: Design Thinking for New Business Contexts, chapter 5, pages 77-99, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94206-9_5
    DOI: 10.1007/978-3-030-94206-9_5
    as

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