Abstract
Most companies and researchers have no doubt now that design envisages a way toward future products, services, and systems. Recently, however researchers have started to highlight ‘design thinking’ to ensure that design becomes the next competitive advantage in companies. They acknowledge that design thinking enables companies to develop differentiated products, services and systems which consumers and users need. However, there is little research which reports how design thinking can be embedded and fostered in different business contexts, especially in FMCG (Fast Moving Consumer Goods) brand development. This paper investigates what features of design thinking are employed in FMCG brand development via stakeholder interviews in three domains: agencies, companies, and retailers. This paper concludes with suggestions of how design thinking can be embraced in FMCG brand development.
Keywords
Design Thinking, Brand Development, Fast Moving Consumer Goods, Design Integration, And Collaboration
Citation
Lee, Y., and Evans, M. (2010) An Investigation into Features of Design Thinking in Fast Moving Consumer Goods Brand Development: Integration and Collaboration, in Durling, D., Bousbaci, R., Chen, L, Gauthier, P., Poldma, T., Roworth-Stokes, S. and Stolterman, E (eds.), Design and Complexity - DRS International Conference 2010, 7-9 July, Montreal, Canada. https://dl.designresearchsociety.org/drs-conference-papers/drs2010/researchpapers/75
An Investigation into Features of Design Thinking in Fast Moving Consumer Goods Brand Development: Integration and Collaboration
Most companies and researchers have no doubt now that design envisages a way toward future products, services, and systems. Recently, however researchers have started to highlight ‘design thinking’ to ensure that design becomes the next competitive advantage in companies. They acknowledge that design thinking enables companies to develop differentiated products, services and systems which consumers and users need. However, there is little research which reports how design thinking can be embedded and fostered in different business contexts, especially in FMCG (Fast Moving Consumer Goods) brand development. This paper investigates what features of design thinking are employed in FMCG brand development via stakeholder interviews in three domains: agencies, companies, and retailers. This paper concludes with suggestions of how design thinking can be embraced in FMCG brand development.