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Market sense-making in design practice: exploring curiosity, creativity and courage
Department of Marketing, University of Auckland Business School, Auckland, New Zealand.
2017 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 33, no 3-4, p. 280-291Article in journal, Editorial material (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
Routledge , 2017. Vol. 33, no 3-4, p. 280-291
Keywords [en]
Design practice; service theory; SDL; market innovation; curiosity; creativity; courage
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-62364DOI: 10.1080/0267257X.2016.1272306ISI: 000395718700007Scopus ID: 2-s2.0-85008335000OAI: oai:DiVA.org:oru-62364DiVA, id: diva2:1156784
Available from: 2017-11-14 Created: 2017-11-14 Last updated: 2017-11-15Bibliographically approved

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Windahl, Charlotta

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  • apa
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  • de-DE
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Output format
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