Using design thinking to respond to crises

B2B lessons from the 2020 COVID-19 pandemic

Journal Article (2020)
Author(s)

Pinar Cankurtaran (TU Delft - Responsible Marketing and Consumer Behavior)

M.B. Beverland (TU Delft - Responsible Marketing and Consumer Behavior, University of Sussex)

Research Group
Responsible Marketing and Consumer Behavior
DOI related publication
https://doi.org/10.1016/j.indmarman.2020.05.030
More Info
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Publication Year
2020
Language
English
Research Group
Responsible Marketing and Consumer Behavior
Volume number
88
Pages (from-to)
255-260

Abstract

We examine the value of design thinking in times of crisis. Drawing on examples of firm innovations during the 2020 Covid-19 lockdown, we propose that disruptive events represent wicked problems that require managers to break out of established patterns of thinking. Design thinking, or the problem solving approaches and tools of designers, represents one such approach. Drawing on extant research, we identify a three-stage process of design thinking: disrupt, develop and deliver, and transform. We examine each stage, identifying how careful disruptive thinking with a focus on understanding problems within their context can give rise to innovative solutions, resulting in a more resilient organisation.

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