Using Dynamic Capabilities in an actionable tool as a vehicle to initiate design-driven innovation

Abstract

In order to become more innovative, corporations are increasingly turning to design-driven innovation capabilities. These capabilities are dynamic: they influence the way companies run their business and how companies create, capture and deliver value. Building design capabilities has proven difficult, given the tacit nature of design practice and the conflicting reasoning style of abduction that allows for the creative leap. However, if these enterprises don’t improve, they are in danger of losing theirability to add value to the market. This may result in loss of market-share, which may lead to job destruction and the loss of valuable knowledge as communities of practice fall apart. This paper describes an iterative design process in which a tool was developed to determine which design-driven innovation capabilities a company is lacking. The tool started as a theoretical framework and was subsequently developed by prototyping with innovation managers from several large corporates. This paper contributes a new ‘dynamic capabilities view’ on design and innovation and a practical approach to implementing design in large firms. Marketing and Consumer ResearchOLD Management and Organisatio