Creativity & Innovation in Business 2010 Teaching the Application of Design Thinking to Business

AbstractIn today's culture of business to be successful is to innovate. Today's model calls for a more intuitive integration of creativity throughout the decision making process: the application of the design thinking process to business. There is a great opportunity for design to improve one's ability to increase a firm's value offerings. While goods have traditionally embedded with value, there is currently a paradigm shift occurring in marketing and goods a being viewed as operant resources which produce effects for customers. Thus, the goods really become a service provider. Companies such as IDEO and Proctor & Gamble, Inc. are consistently demonstrating the successful tactics of this integration.While the design process is still critically important in product development, it is becoming more important in how marketers design strategy and this positions a company for success. This presentation will look at how to integrate design thinking in to the business model, debating the pros and cons of design thinking integration, and the importance of teaching innovative thinking in academia. The presentation will also cover observations from a case study of teaching design thinking to business students