Design Thinking For Strategy: Innovating Towards Competitive Advantage

E-Book Overview

The business environment is changing more rapidly than ever before, and new business ideas are emerging. This book discusses applying insights from design thinking to craft novel strategies that satisfy customer needs, make use of the available capabilities, integrate requirements for financial success and provide competitive advantage.

It guides readers through the jungle encountered when developing a strategy for sustained growth and profitability. It addresses strategy design in a holistic way by applying abductive reasoning, iteratively observing customers and focusing on empathy, as well as prototyping ideas and using customers to validate them.

Uniquely applying insights from design thinking to strategy, this book is a must-read for graduates, MBAs and executives interested in innovation and strategy, as well as corporate strategists, innovation managers, business analysts and consultants.


E-Book Content

Management for Professionals Claude Diderich Design Thinking for Strategy Innovating Towards Competitive Advantage Management for Professionals The Springer series Management for Professionals comprises high-level business and management books for executives. The authors are experienced business professionals and renowned professors who combine scientific background, best practice, and entrepreneurial vision to provide powerful insights into how to achieve business excellence. More information about this series at http://www.springer.com/series/10101 Claude Diderich Design Thinking for Strategy Innovating Towards Competitive Advantage 123 Claude Diderich innovate.d llc Richterswil, Switzerland ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-030-25874-0 ISBN 978-3-030-25875-7 (eBook) https://doi.org/10.1007/978-3-030-25875-7 © Springer Nature Switzerland AG 2020 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland Preface The business environment is changing more rapidly over recent years than it has ever in the past. Traditional, deductive, data-driven strategy development approaches do not keep up with that pace of change. Too much time is spent on analyzing data, and too little time is used to understand customer needs and their jobs-to-be-done. Design thinking, initially used by architects and urban planners, has become a mainstream wicked problem-solving approach putting customers and their needs at the forefront. This book describes how the de
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