Date of Award
Creative Studies, M.S.
International Center for Studies in Creativity
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Design Thinking has become associated with some of the most innovative products coming out in the market today. Though it was originally a model used to design products, practitioners have found it also helps companies develop innovative mindsets throughout their organizations. This project takes Design Thinking in another direction, where it is not applied to something that already exists, but instead serves as the incubator for a marketing plan that will be used to convince small to medium-sized Western New York businesses to consider doing business in Korea. This project will give insight into how to use Design Thinking to overcome cultural and organizational hurdles by using the “customer-centric” focus of Design Thinking to find the opportunities embedded in the differences between WNY companies and potential Korean consumers.
Reilly, Rebecca L., "Developing a Marketing Plan Using Design Thinking" (2011). Creative Studies Graduate Student Master's Projects. 150.