• https://doi.org/10.4018/979-8-3373-3038-9.ch001Copy DOI Icon

Why Design Thinking?

  • May 2, 2026
  • Wathsala Subhashini Karunarathne
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Abstract

Design thinking has emerged as a transformative methodology that bridges creativity and practical application in today's dynamic business environment. This chapter explores its evolution, core principles, and application as a human-centered, iterative, and collaborative approach to innovation. By contrasting it with traditional problem-solving models, the chapter highlights how design thinking fosters empathy, ideation, prototyping, and real-world impact. Case studies from firms like Airbnb, IBM, and Google illustrate its effectiveness in driving innovation. The chapter also addresses organizational barriers and misconceptions, offering strategies for embedding design thinking into corporate culture. Future-focused discussions examine the integration of AI and sustainability, and how design thinking influences strategic decision-making and governance. Ultimately, design thinking is presented as a vital capability that enables businesses to navigate uncertainty, foster innovation, and create user-centered solutions that are ethically and environmentally responsible.

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