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Market sense-making in design practice: exploring curiosity, creativity and courage.
- Source :
- Journal of Marketing Management; Mar2017, Vol. 33 Issue 3/4, p280-291, 12p
- Publication Year :
- 2017
-
Abstract
- This paper introduces the three interrelated design catalysts of curiosity, creativity and courage, and explores how they actuate market sense-making activities in design practice. Drawing on the interplay between action and meaning dimensions in design practice and service-marketing theory, it specifically investigates when desirability, rather than feasibility or viability, is the locus of innovation activities. Thus, the following three aspects of market sense-making in design practice are identified: (a) curiosity catalyses empathy and the deep understanding of markets, which are seen as socially constructed of individual (value-in-use) and connected (value-in-context) experiences; (b) creativity catalyses ‘logical leaps’ with regard to understanding the opportunities for creating future markets; and (c) courage catalyses learning through iterations, which reduce cognitive bias with regard to market assumptions, thereby reducing cognitive bias in both curiosity- and creativity-driven activities. [ABSTRACT FROM PUBLISHER]
- Subjects :
- DESIGN
CURIOSITY
CREATIVE ability
DESIGN services
INNOVATIONS in business
COURAGE
Subjects
Details
- Language :
- English
- ISSN :
- 0267257X
- Volume :
- 33
- Issue :
- 3/4
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Management
- Publication Type :
- Academic Journal
- Accession number :
- 121630771
- Full Text :
- https://doi.org/10.1080/0267257X.2016.1272306