Abstract
ABSTRACT Context: the design language was introduced to innovation management as a mechanism to increase creativity, given the predominance of an economic rationality in the innovation theory and practice. Among the design thinking discourse, meaning innovation gained relevance in post-industrial societies. Objective: explore the adherence of Descomplica strategy to the meaning innovation model. Method: an exploratory survey with a qualitative approach and a narrative method was carried out. Results: the data collected shows that the company does have a strategy to build and consolidate an emotional relationship with its users. This emotional connection can be perceived in students’ narratives, mainly when they came from public schools. Results also brought evidence that traditional education methods can be threatened by EdTech, mainly in environments where regulatory controls are weak. Conclusion: even though meaning innovation proved to be effective from the point of view of Descomplica’s strategy, it cannot be considered a radical innovation in the sense attributed by sustainability-oriented innovation theory. The results reinforce the urgency to discuss, from organizational and educational perspectives, the impacts of online platforms in Brazilian students’ perceptions, behaviors, and capabilities development.
Highlights
The theory and practice of design can be categorized, in a meta-analyses perspective, in three distinct but related phases: (a) the constitution of design as a field of knowledge, with a proper language and discourse; (b) design management, when designers became aware of the opportunity to convert their body of knowledge into a tool that could be managed and applied in organizations; (c) design thinking (DT), when the design method of thought was translated into a systematic process that could be applied by any managers to solve firm’s business problems
It was in this 3rd phase, after the mid-2000, when the design discourse was incorporated by business administration — by innovation management — that the DT gained popularity among managers (JohanssonSköldberg, Woodilla, & Çetinkaya, 2013)
The use of a case study is a survey strategy that tries to understand the phenomena dynamics in specific contexts, and allied with the inductive theory, builds a good methodology to be applied in new academic concepts, which require an exploratory perspective (Eisenhardt, 1989)
Summary
The theory and practice of design can be categorized, in a meta-analyses perspective, in three distinct but related phases: (a) the constitution of design as a field of knowledge, with a proper language and discourse; (b) design management, when designers became aware of the opportunity to convert their body of knowledge into a tool that could be managed and applied in organizations; (c) design thinking (DT), when the design method of thought was translated into a systematic process that could be applied by any managers to solve firm’s business problems. Innovation can be interpreted as a social process of meaning creation (Cohen & Levinthal, 1990; Nonaka & Takeuchi, 1995) Converging these two concepts, to ‘blend’ and to ‘transform’ types of knowledge into products may be considered the way that languages are interpreted and translated in a business environment, so that individuals get interested and ascribe value to a company’ proposal. To innovate at an organizational level is to create a relation or purpose between products and consumers
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