In recent years as the global economy recovers from the Great Recession, more and more companies seek to have the uniqueness of product development and subsequent growth that Apple, HP, Google and others embody. The legendary successes of these Design Driven companies demonstrate that their products can replace the outdated products, expand existing markets, and create new one opportunities for growth. This has caused many disruptions in companies which are often thwarted in their pursuit of success in the global market.  The golden egg of innovation is a prize most valued by the corporate community.

Numerous studies have been conducted on changing corporate culture over the last two decades. However, even as the need for change is recognized, the question arises how strategic decisions are made in order to have transformative alterations in corporate management to promote new innovative products and resources.  It is anticipated all levels of these thriving corporations aim to immerse their employees in Design Thinking principles and implementation, for enduring positive change.   

This research Community aims to discuss the concepts, principles and cases of application of Design Thinking in companies that want to perform better and foster innovation. An interface with Brazilian companies is being worked by Dr. Bethany, in order to provide an international perspective to the discussions, and make possible a comparison of best practices in different countries.

Projects in Progress



Selected References on Design Thinking

  • Brown, T., (2009): Change By Design; How Design Thinking Transforms Organizations Inspires Innovation, New York, Harper Collins.

  • Christensen, C.M. and Overdorf, M. (March-April 2000), Meeting the Challenge of Disruptive Change, Harvard  Business Review.

  • Cross, N., (2011): Design Thinking; Understanding How Designers Think and Work, Oxford, Berg

  • Eddy, P.L. (2003). Change in community colleges through strategic analysis: A case study. Community College Review.

  • Eiken, S. (November 2004). Promising practice in long-term care systems reform: Common factors of systems change. Medstat Report for the U.S. Department of Health and Human Services, CMS.

  • Gerard J. Tellis, Jaideep C. Prabhu and Rajesh K. Chandy, (January 2009) Radical innovationacross nations: The pre-eminence of corporate culture, Journal of Marketing 73.

  • Grandcolas, U., Rettie, R., Marusenko, K. (2003), Web Survey Bias: Sample or Mode Effect? Journal of Marketing Management, 19, 5-6, pp. 541-561

  • Isaacson, W, (2011): Steve Jobs, New York, Simon & Schuster 

  • Kotter, J P. (2009): Leading change. Boston: Harvard Business School Press

  • Kotter, J. P. (1998, fall). Winning at change. Leader to Leader10, 27-33.

  • Kotter, J. P. (1999). What leaders really do. Boston: Harvard Business School Press.

  • Kotter, J. P., Rathgeber, H., & Mueller, P. (2006). Our iceberg is melting: Changing and succeeding under any conditions. New York, N.Y, St. Martin's Press.

  • Kotter, J. P., & Cohen, D. S. (2002). The heart of change: Real- life stories of how people change their organizations. Boston: Harvard Business School Press. 

  • Kotter, J., (2007), Leading change: Why transformation efforts fail. Harvard Business Review. p.1-10 

  • Lucente,S.,  Meyer,S., and Mrazek, D,Sato,S. (June 2010), Design Thinking to Make Organization Change and Development More Responsive, Design Management ReviewVol 21: 2, pages 44–52. 

  • Martin, Roger (2009), The Design of Business: Why Design Thinking is the Next Competitive Advantage, Harvard Business School Press. 

  • Rowley, D., Lujan, H., & Dolence, M. (1997). Strategic change in colleges and  universities: Planning to survive and prosper. San Francisco: Jossey-Bass. 

  • Trahant, B., Burke, W. W., & Koonce, R. (1997). 12 principles of organizational transformation, Management  Review86, 17-21. 

  • Verganti, Roberto, (2009) Design Driven Innovation, Boston, MA: Harvard Business School Press. 

  • Ward, Antonia; Runcie, E. & Morris, L. (2009), Embedding innovation: design thinking for small enterprises,  The Journal of Business Strategy30, 2/3: 78-84.