Opportunity Design

Monika Gumbyte

Studenteropgave: Kandidatafhandlinger


This thesis is the outcome of a case study aimed at exploring how designers create opportunities in organizations. The focus was to study whether opportunities can be designed, as well as discovered and developed, which are the main notions on the nature of opportunities discussed by the scholars already. Therefore, three companies - ACME Europe, Absurdo Idėjos, and Biržų Duona were studied in order to collect empirical evidence, so that the research question would be answered in the most valid and reliable way. All of them are widely recognized for their design solutions, and have even earned international recognition, therefore, it was interesting to explore how design shaped the opportunities in these companies.
The thesis can be seen a pioneering attempt to establish a common set of steps into designing opportunities, therefore, an inductive approach was chosen to build a framework out of the empirical and theoretical data gathered. Thus, the thesis consists of firstly analyzing the existing theories and discussions about the nature of opportunities, design thinking, and effectuation. The aim was to understand the whole academic and professional literature about the topics mentioned, so that the research would be designed to best serve the scope of the study. Therefore, a multiple and holistic case analysis was conducted, and primary and secondary data was gathered in order to examine the field through different angles.
The outcome of this study is presented as a model for opportunity design which was established through analyzing general patterns of the companies and their design methods studied. All the case companies see design in their practice as a problem solving routine leading to new markets and profit. In addition, it was recognized that opportunities as designed can be seen not only in terms of profit, but brand awareness, improved public image, and value added, as well.

UddannelserCand.soc.oie Organisational Innovation and Entrepreneurship , (Kandidatuddannelse) Afsluttende afhandling
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