| Autor: |
Whelan, Lynne, Kiernan, Louise, Morrissey, Kellie, Deloughry, Niall |
| Předmět: |
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| Zdroj: |
Proceedings of the European Conference on Innovation & Entrepreneurship; 2021, p1235-1242, 8p |
| Abstrakt: |
Design driven innovation has a product focus, whilst design strategy is applied to the broader business context. Both approaches are embedded in a similar theoretical basis, which is derived from the innovation process of divergent/convergent thinking. The research question is how do the processes differ in application and implementation? The purpose of this research is to understand the nuances of approach in the processes which determine the various outcomes. The methodological approach was research through design, engaging with four SME owner/managers; two through facilitated design driven innovation with a product focus the other two through facilitated strategic design focusing on the broader business context for innovation opportunities. The data was collected through design workshops and analysis was carried out through visual mapping. The findings indicate emphasis on different tools in the early research phase of the process determine specific outcomes. User focus shifts to the interplay of broader stakeholder needs in strategic design for business as opposed to end user focus in product innovation. Assessment of stakeholder needs in traditional business mentoring has a focus on return of investment whereas the design approach extends to analyze the business ecosystem, interconnectedness, human drivers, and motivations including the owner/manager’s vision, aspirations, and capabilities. The findings indicate that these human insights play a significant role in the viability of innovation. The implications are that many designers are attuned to beginning with the end user focus but in strategic design for business innovation we do not necessarily know who those end user groups are. The process is open to identifying many possible innovative routes for growth which may involve entirely new user groups or a new business model. These findings may assist designers in developing appropriate toolkits and methods of delivery and assist owner/managers in understanding and accessing these processes. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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