Customer value development in the light of design thinking approach

Anna Dziadkiewicz

Abstract

Purpose: The aim of this study is to ascertain the meaning and characteristics of the entrepreneurs’ empathy as the most signifi cant approach for modern business and its role in design thinking methodology, where empathy is used for multiple purposes. Methodology: Literature review on design thinking approach and objectives, empathy and customer value development as well as abstract modelling and synthesis is the methodology of this study. Findings: Content analysis shows that among the many approaches and defi nitions of the entrepreneurs’ empathy to the customers, none directly points the role of design thinking in ensuring customer value development. There has been a conceptual transition to integrated conceptualization of design thinking, which allows the theoretical assumptions to move beyond traditional design practices and theories, and there is a potential for new design approaches focused on customer experience that promote customer and business value. Originality/value: The novelty of this study is a presentation of meaning and characteristics of the entrepreneurs’ empathy, its role in design thinking approach, as well as development models which both refer to the value for customers and business. The author proposes a new approach and conceptual framework for design thinking process in order to promote solutions which allow to build a new customer value by entrepreneurs.
Author Anna Dziadkiewicz (FM / DMar)
Anna Dziadkiewicz,,
- Department of Marketing
Journal seriesJournal of Positive Management, ISSN 2083-103X, e-ISSN 2392-1412, (B 10 pkt)
Issue year2017
Vol8
No3
Pages58-68
Publication size in sheets1
Keywords in Englishdesign thinking, customer value development, empathy, customer experience design, value proposition canvas, business model Canvas
DOIDOI:10.12775/JPM.2017.125
URL http://dx.doi.org/10.12775/JPM.2017.125
Languageen angielski
LicenseJournal (articles only); published final; Uznanie Autorstwa - Bez Utworów Zależnych (CC-BY-ND); with publication
Score (nominal)10
ScoreMinisterial score = 10.0, 15-06-2018, ArticleFromJournal
Ministerial score (2013-2016) = 10.0, 15-06-2018, ArticleFromJournal
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