Design Thinking Diffusion Model: Empirical insights into the status quo

Marx, Carolin; Haskamp, Thomas; de Paula, Danielly; Uebernickel, Falk

Abstract

When integrated within an organization, Design Thinking (DT) can be the foundation of competitive advantage. However, systematic assessments of how DT is diffused in practice have received limited scholarly attention. In this paper, we present and apply a visual model developed to assess, describe, analyze and plan the roles DT can assume within organizations based on localization and application diffusion archetypes. The application of the model to 547 organizations of different sizes and industries gives insights into the current state of the role and diffusion of DT within organizations. Patterns, current frontiers, and shifts are analyzed across all organizations by industry type and by firm size allowing for a nuanced, empirical view into the role and diffusion of DT in practice. We provide practitioners a useful tool to map and benchmark their organizations, analyze, plan and communicate the role of DT, and guide future DT researchers seeking practitioner-relevant insights

Keywords
Design Thinking; Diffusion Model; Application; Localization; Integration; Status Quo; Empirical; Survey