Authors: Hugh M. Pattinson
Design Thinking (DT) is now a pre-eminent framework for innovative product, service and business development (Brown, 2008, 2009 Martin, 2009, 2010). DT can also be viewed as operationalization of systems thinking expressed through sensemaking (Pourdehnad, Wexler and Wilson, 2011). DT is used in marketing activities including new product/service development, branding, supply chain and business development and start-up activities. DT is also linked to user experience (UX) from a conventional human-system perspective and now with a strong human-computer interface (HCI) focus i.e. Digital UX. This paper explores rationale and application of DT into B2B marketing activities using the IMP interaction model. DT frameworks can support coordination of business exchange interaction to produce adaptations and cooperation. DT can also be used to design new value creating networks to include a wider set of different actors, drawing from a ‘maker’ paradigm (Anderson, 2012). A framework is presented for designing new ‘B’ to ‘B’ networks
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Publish Year: 2016
Conference: Cape Town (2016)