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Organisation of choice: Sony - Strategic use of Design-Thinking - Essay Example

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Organisation of choice: Sony - Strategic use of Design-Thinking

Design thinking is a new approach in management that uses very close observation of an organisation, understanding the problems that an organisation may have not articulated, and which may have a considerable effect on the operation of the company and then decide on the best and most appropriate ways of solving these problems in making the organisation more competitive in the market. Design school had its origin around 2005, when SAP AG co-founder Plattner Hasso was inspired by the practice after reading an article in a magazine about the renowned global consultancy IDEO, an organisation that is regarded the leader in design thinking (Korn & Silverman, 2012). The main drive behind this school was instilling creativity and innovation attitudes in managers and employees. Organisations such as Bill Gates Foundation, JetBlue Airways among others have initiated methods of working closely with the school of thought as test phase study with impressive results already showing (Korn & Silverman, 2012). Design thinking entails passing of an idea in several stages. These stages are the inspiration stage where an opportunity surfaces or a problem is identified, ideation stage where ideas are developed, degenerated and tested with a view of leading to a lasting solution to the problem and the implementation stage where the path to the market is established (Brown 2008, 88). Therefore, design thinking is a way of thinking, which leads to transformative innovation with the future of an organisation in mind (Jeanne, Ogilvie & Liedtka 2011, 5). The entire process requires innovation and creativity in ensuring the concepts of consumers, market dynamics and the company’s interests are considered. In this report, design thinking will be performed on Sony, the electronic giant using the three stages as indicated above to solve a problem that eats into the competitiveness of the company. Problem identification Source http://markets.ft.com/research/Markets/Tearsheets/Summary?s=6758:TYO Problem identification In the recent past, Sony Corporation has been facing problems that have been eating into the company’s market dominance, especially with stiff competition from Samsung, its main rival electronic giant. For instance, in early 2005, Sony’s critical electronic division was almost falling into the red for the second consecutive year, mainly due to lack of a hit product and stiff competition from its rivals (Goodman, Andt & Michlisch 2007, 28). In addition, Sony’s woes seemed to be driven by a fragmenting Sony brand and tough price wars, with Sony’s competitors launching cheaper and equal standard products. By 2005, Sony was considering ways of making its brands more profitable and integrating its gadgets and media content in a profitable integration that would introduce a new product in the market and enable its consumer to pay a premium for such fashionable services (Goodman, Andt & Michlisch 2007, 28). As the figure above portrays, between 2011 and 201, the company’s share was in the dip, though the company showed signs of improvements towards early 2013. Although most of Sony’s problems are blamed on the management, Sony has been suffering from a rich mix of problems in all its areas of operations. An article in the Economist magazine indicated that by the first quarter of 2012, Sony was losing massively and had carved a niche in ...Show more

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Design thinking
The increasing need to understand each and every problem that may limit the organisation from attaining its competitiveness motivates organisations to approach new methods.This has led to a new culture of identifying, analysing and putting in place measures to solve a problem towards achieving competitiveness in the market. …
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Organisation of choice: Sony - Strategic use of Design-Thinking essay example
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