Using a design led approach to emotional business modelling

Bucolo, S; Wrigley, C

Using a design led approach to emotional business modelling

Bucolo, S

Wrigley, C

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Publisher:: Design Management Institute (DMI)
Publication Type:: Conference Proceeding
Citation:: Leading Innovation Through Design: Proceedings of the DMI 2012 International Research, 2012, pp. 325 - 335
Issue Date:: 2012-01

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Field	Value	Language
dc.contributor.author	Bucolo, S https://orcid.org/0000-0002-4195-4500	en_US
dc.contributor.author	Wrigley, C	en_US
dc.contributor.editor	Bohemia, E	en_US
dc.contributor.editor	Liedtka, J	en_US
dc.contributor.editor	Rieple, AE	en_US
dc.date	2012-08-08	en_US
dc.date.issued	2012-01	en_US
dc.identifier.citation	Leading Innovation Through Design: Proceedings of the DMI 2012 International Research, 2012, pp. 325 - 335	en_US
dc.identifier.isbn	978-0-615-66453-8	en_US
dc.identifier.uri	http://hdl.handle.net/10453/29903
dc.description.abstract	Prototyping is an established and accepted practice used by the design community. Prototypes play a valuable role during the design process and can greatly affect the designed outcome. The concept of a business model prototype, however, is not well understood by the design and business communities. Design industry trends indicate a move away from product and service innovation towards business model innovation. Therefore, it stands to reason that the role of prototypes and prototyping in this context should also be considered. This paper is conceptual and presents a process for creating and enabling business model prototypes. Specifically, the focus is on building emotional connections across the value chain to enable internal growth within firms. To do this, the authors have relied on personal observations and critical reflection from multiple industry engagements. The outcomes of this critical reflective practice are presented and the opportunities and challenges for this approach are discussed. Future research opportunities are also detailed and presented within the context of the emotional business model.	en_US
dc.publisher	Design Management Institute (DMI)	en_US
dc.relation.ispartof	Leading Innovation Through Design: Proceedings of the DMI 2012 International Research	en_US
dc.relation.ispartof	International Design Management Research Conference	en_US
dc.title	Using a design led approach to emotional business modelling	en_US
dc.type	Conference Proceeding
utslib.location	United States of America	en_US
utslib.location.activity	Boston, M.A., USA	en_US
utslib.for	1203 Design Practice and Management	en_US
dc.location.activity	Boston, M.A., USA	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/DVC (International)
pubs.organisational-group	/University of Technology Sydney/Strength - DIRC - Design Innovation Research Centre
utslib.copyright.status	closed_access
pubs.consider-herdc	false	en_US
pubs.finish-date	2012-08-09	en_US
pubs.place-of-publication	United States of America	en_US
pubs.start-date	2012-08-08	en_US

Abstract:

Prototyping is an established and accepted practice used by the design community. Prototypes play a valuable role during the design process and can greatly affect the designed outcome. The concept of a business model prototype, however, is not well understood by the design and business communities. Design industry trends indicate a move away from product and service innovation towards business model innovation. Therefore, it stands to reason that the role of prototypes and prototyping in this context should also be considered. This paper is conceptual and presents a process for creating and enabling business model prototypes. Specifically, the focus is on building emotional connections across the value chain to enable internal growth within firms. To do this, the authors have relied on personal observations and critical reflection from multiple industry engagements. The outcomes of this critical reflective practice are presented and the opportunities and challenges for this approach are discussed. Future research opportunities are also detailed and presented within the context of the emotional business model.

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http://hdl.handle.net/10453/29903