The Role of Design Thinking in Driving Brand Innovation and Sustainable Competitive Advantage

Authors

  • Ontainutte Wunjoulane Université Chrétienne Bilingue du Congo

DOI:

https://doi.org/10.47616/jamrems.v4i4.453

Keywords:

Design Thinking, Brand Innovation, Sustainable Advantage

Abstract

Questions of format, brand innovation and sustainable competitive advantage correlate with each other, according to the study. Using insights from various professionals working across a number of industries, this research explores this relationship. There is little familiarity with wonderful layout principles among individuals, according to records evaluation, indicating simple information. Despite this, most people say they may be nevertheless at a slight integration stage with regards to incorporating format wondering into their brand innovation strategy. The majority of companies argue that they have immoderate aggressive advantage on a sustainable foundation; this is in keeping with a strategic attitude that emphasizes non-stop innovation for long-term competitiveness. The results display how essential it's far to strategically align layout wondering with organizational desires. They also show that organizations have the potential to make their innovation techniques match the dynamic digital environment.

Downloads

Download data is not yet available.

References

Ashton, N. J., Pascoal, T. A., Karikari, T. K., Benedet, A. L., Lantero-Rodriguez, J., Brinkmalm, G., ... & Blennow, K. (2021). Plasma p-tau231: a new biomarker for incipient Alzheimer’s disease pathology. Acta neuropathologica, 141, 709-724.

Böckle, M., & Kouris, I. (2023). Design Thinking and AI: A New Frontier for Designing Human‐Centered AI Solutions. Design Management Journal, 18(1), 20-31.

Buhl, A., Schmidt-Keilich, M., Muster, V., Blazejewski, S., Schrader, U., Harrach, C., ... & Süßbauer, E. (2019). Design thinking for sustainability: Why and how design thinking can foster sustainability-oriented innovation development. Journal of cleaner production, 231, 1248-1257.

Clark, R. M., Stabryla, L. M., & Gilbertson, L. M. (2020). Sustainability coursework: student perspectives and reflections on design thinking. International Journal of Sustainability in Higher Education, 21(3), 593-611.

Cross, N. (2023). Design thinking: Understanding how designers think and work. Bloomsbury Publishing.

Knight, E., Daymond, J., & Paroutis, S. (2020). Design-led strategy: how to bring design thinking into the art of strategic management. California Management Review, 62(2), 30-52.

Liedtka, J., & Kaplan, S. (2019). How design thinking opens new frontiers for strategy development. Strategy & Leadership, 47(2), 3-10.

Madsen, D. Ø., & Slåtten, K. (2019). Examining the emergence and evolution of Blue Ocean Strategy through the lens of management fashion theory. Social Sciences, 8(1), 28.

Magistretti, S., Ardito, L., & Messeni Petruzzelli, A. (2021). Framing the microfoundations of design thinking as a dynamic capability for innovation: Reconciling theory and practice. Journal of Product Innovation Management, 38(6), 645-667.

Micheli, P., Wilner, S. J., Bhatti, S. H., Mura, M., & Beverland, M. B. (2019). Doing design thinking: Conceptual review, synthesis, and research agenda. Journal of Product Innovation Management, 36(2), 124-148.

Nakata, C. (2020). Design thinking for innovation: Considering distinctions, fit, and use in firms. Business horizons, 63(6), 763-772.

Patrício, R., Moreira, A. C., & Zurlo, F. (2021). Enhancing design thinking approaches to innovation through gamification. European Journal of Innovation Management, 24(5), 1569-1594.

Quaye, D., & Mensah, I. (2019). Marketing innovation and sustainable competitive advantage of manufacturing SMEs in Ghana. Management Decision, 57(7), 1535-1553.

Schweitzer, J., BenMahmoud-Jouini, S., & Fixson, S. (Eds.). (2023). Transform with Design: Creating New Innovation Capabilities with Design Thinking. University of Toronto Press.

Xie, L., Zhou, J., Zong, Q., & Lu, Q. (2020). Gender diversity in R&D teams and innovation efficiency: Role of the innovation context. Research Policy, 49(1), 103885.

Downloads

Published

2023-12-31

How to Cite

Wunjoulane, O. (2023). The Role of Design Thinking in Driving Brand Innovation and Sustainable Competitive Advantage. Journal of Asian Multicultural Research for Economy and Management Study, 4(4), 19-24. https://doi.org/10.47616/jamrems.v4i4.453