Design Orientation: A Grounded Theory Analysis of Design Thinking and Action
22 Pages Posted: 23 Aug 2012 Last revised: 1 Jul 2014
Date Written: July 12, 2012
The notion of design thinking or "design as a state-of-mind," and its articulation through design orientation, implies that true innovation is a company-wide phenomenon and cannot be left to single individuals as a marginalized function within a company. Many innovative companies try to integrate technical performance with an aesthetic vision -- which is not to be confused with style -- as the driving force of the organization. Based on our findings and analysis, we put forward theoretical propositions that cover various aspects of design orientation.
Keywords: Design thinking, Swedish design, aesthetics of design, design orientation, innovative design
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