Abstract
One of the most important marketing activities a firm engages in involves product innovation. An increasingly popular approach to product innovation, used by a variety of firms including P&G, Coca Cola, and Intuit, involves design thinking. Despite great interest on the subject by business globally, Australia appears to be lagging behind. We investigate the way design thinking is understood and perceived in Australia by design professionals, business managers and academics. Our exploratory study reveals the way on which it is being adopted by business in Australia and identifies obstacles that enhance our understanding of Australian businesses slower uptake of design thinking. Managers who wish to introduce design thinking to their company can consider these key findings identified and seek to build the conditions that counter such obstacles and barriers to success.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the Australia New Zealand Marketing Academy Conference 2013 |
| Editors | Rod Brodie |
| Place of Publication | Auckland, New Zealand |
| Publisher | The University of Auckland Business School, University of Auckland |
| Pages | 1-7 |
| Number of pages | 7 |
| ISBN (Print) | 9780646563305 |
| Publication status | Published - 2013 |
| Event | Australian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand Duration: 1 Dec 2013 → 4 Dec 2013 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2013) |
|---|---|
| City | Auckland, New Zealand |
| Period | 1/12/13 → 4/12/13 |
Keywords
- design thinking
- innovation
- design