Creating new possibilities : using design processes to overcome constraints

Matthews, Judy H. & Bucolo, Sam (2012) Creating new possibilities : using design processes to overcome constraints. In 28th EGOS Colloquium 2012 : Design !?, 5 – 7 July 2012, Aalto University, Helsinki.

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This paper describes how a team from a large company, when faced with a challenge to develop new customers in fast growing international markets, carried out the exploration of the needs of new clients in the largely unexplored market space of a developing country. This team used design methods and processes to identify the latent needs of new customers in situations of major economic, geographical, cultural and financial constraints. This encapsulation of the life experiences of potential customers is used extensively in some new product development, but is largely novel to business practices and in processes of developing new services. This research links with the sub-theme of discovering creativity in necessity and highlights the potential benefits of design methodologies to create new possibilities for better accessibility of the company’s products to new clients, with future implications for organizational strategy. The overall theme of Design for the Colloquium encourages exploration of the ways and means of developing new ideas for new business with better outcomes, using design concepts and design technologies.

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ID Code: 53560
Item Type: Conference Paper
Refereed: No
Keywords: Ingenuity, Design Methods, Creativity
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Organisational Planning and Management (150312)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Design
Current > QUT Faculties and Divisions > Science & Engineering Faculty
Current > Schools > School of Management
Copyright Owner: Copyright 2012 [please consult the author]
Deposited On: 11 Sep 2012 22:44
Last Modified: 13 Sep 2012 04:53

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