Browsing by Author "Schubert, Verena Nicole"
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- Can design thinking add value to new product development? : a quantitative investigation of efficacyPublication . Schubert, Verena Nicole; Costa, Cláudia Isabel de SousaGaining tremendous popularity over the past decade, the concept Design Thinking is seen as an exciting, universal applicable paradigm to solve ill-defined problems and increase organizational innovativeness. To examine whether this statement is accurate, this study observes the effectiveness of Design Thinking findings critically by (1) presenting the origin, concept and application of Design Thinking and (2) assessing the effectiveness of a one-day Design Thinking workshop by a statistically comparing Design Thinking workshop outcome and actual market data. Addressing two separated customer segments, namely students and young professionals, the considerable variance between both segments and medium accuracy levels of 45-65% show that Design Thinking should not be interpreted as an unconditional guarantee for fruitful innovations. Hence, this thesis argues that Design Thinking, executed through a one-day workshop, inheres risk of oversimplification and should be applied with caution.