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Toshiba's Approach To Customer Value Design, Tatsuyuki Mikami
Toshiba's Approach To Customer Value Design, Tatsuyuki Mikami
Markets, Globalization & Development Review
This paper describes the practice of "design thinking" in a Japanese company that tends to operate in an in-house-completed work context under a rigorously divided function-based vertical organization. In order to respond to significant shifts in the business environment accompanied by technological advances and changes in people's values, Toshiba introduced "Customer Value Design,” customized design thinking. Customer Value Design is characterized by "co-creation" of customers’ value with customers, "collaboration" in a Cross-Functional Team (CFT) of various experts transcending organizations and categories of expertise, and the "customer perspective" in co-creating experiential value, enterprise value, and social value. In order to compensate …
Thinking And Designing With Design Thinking, Ahmet Can Ozcan, Yasuko Takayama
Thinking And Designing With Design Thinking, Ahmet Can Ozcan, Yasuko Takayama
Markets, Globalization & Development Review
Design Thinking is a popular phrase especially for the last ten years penetrating into the discourse of management and design, business and academia in many ways. The contributions in the form of articles, commentaries and reviews in this MGDR Design Thinking Special Issue show us the examples, how and where we can use Design Thinking especially as an integral part of the design process. The area of design is expanding in diverse ways lately and sometimes it is causing the confusion such as Design Thinking is either a magical design tool, or another buzzword destined to go extinct after inevitable …