Design thinking in responding to disruptive innovation: A case study

Abstract

How can the design thinking approach assist firms in developing response strategies to momentum-gaining disruptive innovations, along the lines of effectively exploiting established technologies and corresponding products/services? Such exploitative response strategies, implying successfully strengthening and leveraging the disrupted firm's existing technology without embracing the disruptive elements, have been, to a large extent, overlooked in the disruptive innovations literature. Using an inductive analysis of a critical case (a major cork stopper producer), the current study aims at developing a systematic understanding of exploitative strategic options and the role of design thinking in enabling them. The findings shed light on the effectiveness of the design thinking mindset to respond to disruptive innovations. In addition, we present evidence that a design thinking method can be successfully applied to process innovation. Finally, we demonstrate that to achieve a radical innovation based on design thinking principles, the establishment of design discourse is required.