Regaining R&D Leadership: The Role of Design Thinking and Creative Forbearance

Authors

Melissa M. Appleyard, Portland State UniversityFollow
Albrecht H. Enders, Portland State University
Herb Velazquez, Georgia Institute of Technology

Published In

California Management Review

Document Type

Citation

Publication Date

1-1-2020

Abstract

This article examines how Siemens’s molecular imaging group incorporated design thinking principles into R&D to regain market leadership. Marked departures from its past practice included a “universe of possibilities” for lifetime customer value; multi-iteration “leapfrog concepting” ahead of prototyping; and adherence to an “innovation metric” that enabled simultaneous consideration of customer value and business cost. These elements gave rise to a dynamic capability, “creative forbearance,” which supported the innovation team’s unbridled creativity while building in patience for introducing new features to its product platform. This case illustrates how design thinking can be integrated in settings replete with technological and customer complexity.

Description

Copyright © 2020 by The Regents of the University of California

Locate the Document

http://doi.org/10.1177/0008125619897395

DOI

10.1177/0008125619897395

Persistent Identifier

https://archives.pdx.edu/ds/psu/32345

Citation Details

Appleyard, M. M., Enders, A. H., & Velazquez, H. (2020). Regaining R&D Leadership: The Role of Design Thinking and Creative Forbearance. California Management Review, 0008125619897395.