Research: The Art of Seeing the Different Way
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Few, if any, in the management and strategy development area (in practice or academia) would consider it reasonable to try to create strategy in the absence of adequate information regarding such things as markets and competitors. Similarly, according to studies by Badke-Schaub and Frankenberger (1997), “in the design process [the] non-availability of information was a crucial factor responsible for deficient analysis of solutions” (p. 361). There seems to be general agreement, therefore, that it is important to research widely to ensure that you have adequate information available before proceeding to develop your options and choose a solution or strategy. Typically, however, the research that is done as part of a traditional strategy formulation process and that which is done as part of the design process varies in both their purposes and their methods.
KeywordsStrategy Innovation Theory Building Industrial Designer Qualitative Research Method Service Experience
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