CONSTANT DRIPPING WEARS AWAY THE STONE: LINKING DESIGN THINKING AND EFFECTUAL ACTION IN DESIGNING NEW VENTURES
Editor: Christian Weber, Stephan Husung, Marco Cantamessa, Gaetano Cascini, Dorian Marjanovic, Francesca Montagna
Author: Niedworok, Anja (1); Schloegl, Stephan (1); Mirski, Peter J. (1); Greger, Rudolf (2); Ambrosch, Marcus (3)
Institution: 1: MCI Management Center Innsbruck, Austria; 2: GP Design Partners, Austria; 3: Ambrosch, Austria
Section: Design Organisation and Management
In this paper we explore how to intertwine designers work and problem solving approaches with effectuation. At a first glance, establishing effectuation as the overlap between an entrepreneurial spirit and a certain design mindset seems to be rather obvious. Taking a closer look, however, it calls for further research, in particular to clarify the applicability of such a concept. The goal of our research is therefore to explore how designers work approaches and design thinking tools may support companies in designing their business in the early start-up phase. As playground for these investigations we use a third-party project, which strives for initiating, fostering and integrating design orientation and effectual action into the strategy process. Our project partners developed a series of workshops in which the participants get to know the underlying concepts and methods. As evaluation methodology we use semi-structured interviews. Our current results indicate that while a sustainable integration of this concept requires a clear presentation of the effectuation principles, ongoing exposure demonstrates the potential to change the future entrepreneurial behavior.