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BARRIERS AND OPPORTUNITIES OF IMPLEMENTING DESIGN THINKING IN PRODUCT DEVELOPMENT PROCESS OF A BUSINESS TO BUSINESS COMPANY

23rd International Conference on Engineering Design, ICED 2021, Gothenburg, Sweden, 2021, Vol.1, p.551-560

The Author(s), 2021. Published by Cambridge University Press. This work is licensed under the Creative Commons Attribution – Non-Commercial – No Derivatives License This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work. (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2732-527X ;EISSN: 2732-527X ;DOI: 10.1017/pds.2021.55

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  • Title:
    BARRIERS AND OPPORTUNITIES OF IMPLEMENTING DESIGN THINKING IN PRODUCT DEVELOPMENT PROCESS OF A BUSINESS TO BUSINESS COMPANY
  • Author: Ramanujam, Harshavardhan ; Ravichandran, Balachandar ; Nilsson, Susanne ; Ivansen, Lars
  • Subjects: Business companies ; Business decisions ; Business to Business ; Competition ; Customer-centric ; Design methodology ; Design Thinking ; Innovation ; Integrated product development ; Product design ; Product development ; Product development process ; Sales ; Sustainable development ; Value creation
  • Is Part Of: 23rd International Conference on Engineering Design, ICED 2021, Gothenburg, Sweden, 2021, Vol.1, p.551-560
  • Description: Abstract Customer centricity is described as placing value creation for customers at the core of business decisions and organizational practices and is progressively regarded as a foundation of sustainable competitive advantage by companies. Hence in recent years, there is a shift from companies being product-centric to them adapting customer-centric practices as a practice to create balanced and sustainable businesses. Although there are several methods and processes that can help companies become customer-centric; Design Thinking (DT) is championed by many practitioners and academics alike as being effective in introducing customer-centricity in organizations. Despite being a highly researched topic in the last decade, the bulk of the research is focused on success stories or one-off cases of using design thinking in Business to Customer (B2C) environments. This paper is based on a qualitative study performed at a high-tech Swedish electronics company and focuses on highlighting the barriers and opportunities of adapting DT in Business to Business (B2B) companies with established product development processes. The barriers we identified can help companies to address the impediments and will make the DT implementation easier for companies
  • Publisher: Cambridge: Cambridge University Press
  • Language: English
  • Identifier: ISSN: 2732-527X
    EISSN: 2732-527X
    DOI: 10.1017/pds.2021.55
  • Source: SWEPUB Freely available online
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