| Abstract [eng] |
Design thinking solution-based approach in the development of the comapany’s competitive advantage is identified in this Master's degree final paper. Design thinking contributes to value creation using the company's present resources and improving all existing processes in all levels. Its wide application creates the demand to better understand the way of thinking the design is based on. But the main problem is the lack of scientific investigation of the benefits of the design thinking solution-based approach in the development of the company's competitive advantage. Besides, though the problems are being analyzed, the most important thing is to solve them. That is why design thinking solutions are orientated to create a competitive advantage and demonstrate their benefits and application possibilities. Research focus is design thinking solutions. The aim of the research is to show the expression of the design thinking solution-based approach in the development of the company's competitive advantage. Based on the empirical investigation results the problem is discussed trying to answer the question not only about the manifestation of design thinking solution-based approach, but also to identify the most significant solutions made by design thinking approach. Research methods. Methods of data collection applied in the final work: analysis of scientific literature and qualitative empirical research. Data Analysis Methods - Content Analysis. Outcomes. Creation of the empirical investigation methdology, preparation of the tools of investigation, empirical data collection, the data classification, conclusions, interpretation with recommendations for the application possibilities of the design thinking solution-based approach in the development of the firm's competitive superiorities. Conclusions. 1.The essence of the design thinking is the identification of problems when investigating the consumers' and the company's problems using design thinking elements and principles.2. The expression of the design thinking solution-based approach in the development of competitive advantage is reflected in the growth of the product, service, innovation, demand and market.3. The experience of experts claims that this way of thinking can be applied to products, services and processes. Mostly it is vivid in social projects, helping old people with household chores, in medicine, public interest decisions. 4. According to the investigation results, the value of the design thinking aprroach can be measured and is not questionable based on tbe evidence that the companies using design thinking solution-based approach increase their sales and export markets 10 - 20 percents. |
