Publication | Open Access
A conceptual model to link deep customer insights to both growth opportunities and organisational strategy in SME's as part of a design led transformation journey
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2011
Year
Customer SatisfactionEnterprise Business TransformationInternal Business ActivitiesBusiness IntelligenceBrand StrategyConceptual ModelInnovation ManagementStrategic ThinkingInnovative ApproachesInnovation LeadershipTransformation JourneyProduct DevelopmentManagementDesign ScienceNew Product DevelopmentBusiness Model InnovationProduct Design (Industrial Design)E-business ModelDeep Customer InsightsDesignNew Design PropositionsBrand DevelopmentStrategyStrategic ManagementInnovationMarketingConsumer-driven Product DevelopmentDesign InnovationDesign Led BusinessesBusinessDesign ThinkingBusiness StrategyProduct Design (Motion Graphics)Design Management
Although Design Led Innovation activities aim to raise the value of design within the business, knowledge about which tools are available to support companies and how to apply them to make the connection between design for new product development and design as a strategic driver of growth is needed. This paper presents a conceptual method to supplement existing process and tools to assist companies to grow through design. The model extends the authors’ previous work to explore how through storytelling, customer observation can be captured and translated into new meaning, then creating new design propositions shaped into product needs, which can drive internal business activities, brand and the strategic vision. The paper contributes to a gap in the theoretical frameworks and literature by highlighting the need to align and scale design processes which match the needs of SME’s as they transition along a trajectory to become design led businesses.