An Investigation into Features of Design Thinking in Fast Moving Consumer Goods Brand Development: Integration and Collaboration

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 & Evans, M (2010) An Investigation into Features of Design Thinking in Fast Moving Consumer Goods Brand Development. Design Research Society Conference, Montreal, 07-09 July 2010
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Conference

Design Research Society Conference, Montreal, Canada

Publication Date

7th of July 2010

Authors

LeeLee Younjoon Lee An Investigation into Design-Driven Approaches within Fast Moving Consumer Goods Brand Development/ Design in Organisational Management, Brand Development, Design Management and Design-Driven Approaches
EvansEvans Martyn Evans Design, Design Management, Design Futures, Design Strategy, Design and Branding, Design Policy, Design Thinking, New Product Development