Design thinking in Australia: a pathway to the future of innovation?

Leanne Sobel, Lars Groeger

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


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 languageEnglish
Title of host publicationProceedings of the Australia New Zealand Marketing Academy Conference 2013
EditorsRod Brodie
Place of PublicationAuckland, New Zealand
PublisherThe University of Auckland Business School, University of Auckland
Number of pages7
ISBN (Print)9780646563305
Publication statusPublished - 2013
EventAustralian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand
Duration: 1 Dec 20134 Dec 2013


ConferenceAustralian and New Zealand Marketing Academy Conference (2013)
CityAuckland, New Zealand


  • design thinking
  • innovation
  • design


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