Business Growth in Design Thinking

Business Growth in Design Thinking: a strategic approach to generate fast-flowing INK

Kaland, L.P.

van Heur, R.J.H.G. (mentor)
de Lille, C.S.H. (mentor)

Industrial Design Engineering

Industrial Design

Strategic Product Design

2017-04-20

A new breed of creative agencies in the Netherlands have emerged in the past decade. These agencies use visual thinking skills and methods to advice in (re)designing services and strategies of other organizations. One of these creative agencies is Ink Strategy. Doing new projects for organizations in Singapore has opened the opportunity to expand business into this foreign location. However, the problem found during the research for this thesis (Part I) was that Ink’s leaders lack the knowledge about structural growing their ‘visual thinking business’. Neither is there an overview of market opportunities in Singapore, nor what new product-services combinations Ink can offer.The aim of this thesis is to make Ink Strategy aware of a strategic growth framework based on the market characteristics in Singapore including a business roadmap, and support Ink Strategy by determining the needs and values for their design thinking business in Singapore. Market research (Part II) contains theory of growth strategies, analysis of the South-East Asia context and observations at the company of Ink Strategy. Design analysis (Part III) contains the deconstruction of “design-meanings”, which is backed by theory from literature and supported by market-inputs of Singapore taken from interviews with experts. Finally, the design-tools (Part VI) help Ink Strategy to start business growth and support the development of new market strategies. It generates awareness of realistic risks and opportunities in the market strategy process, based on market research of Singapore. This sets a foundation for Ink to develop a strategies towards new markets in Singapore, create vision statements with tools to guide them along the process.

Design Thinking
Strategic Growth Plan
Change Management

http://resolver.tudelft.nl/uuid:18d4952b-c95e-4971-a528-d1a09fb7dc4e

Campus only

Student theses

master thesis

(c) 2017 Kaland, L.P.