Design Orientation: A Grounded Theory Analysis of Design Thinking and Action

Abstract

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