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Publication
Design thinking na definição do propósito empresarial
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 42.56 MB | Adobe PDF | |||
| 437.61 KB | Adobe PDF |
Authors
Abstract(s)
No contexto empresarial atual, a dinâmica competitiva exige
que as empresas se destaquem não só pela eficiência
operacional e obtenção de lucro, como pela capacidade de
inovação e criação de valor significativo. A definição do
propósito tornou-se uma necessidade para as empresas,
impulsionada quer pelos consumidores, como pelos
colaboradores. No entanto, o processo de definição de um
propósito que seja autêntico, significativo e que crie
efetivamente impacto enfrenta alguns desafios. A
complexidade para considerar a variedade de perspetivas dos
diferentes stakeholders e a necessidade de criar um propósito
que seja aspiracional, acionável e alinhado com a identidade
de cada empresa tornam o processo exigente.
Esta investigação pretende, através de dois estudos de caso -
uma empresa de grande dimensão e uma startup -, avaliar a
relevância da utilização do processo de Design Thinking na
definição do propósito empresarial. Explorar como esta
metodologia pode ser implementada em ambos os contextos
oferecerá uma visão mais completa do seu potencial e das
suas limitações. Para isso, cada estudo de caso segue o
processo de Design Thinking, com os métodos quantitativos
e qualitativos que melhor se adequam a cada fase da
metodologia – empatizar, definir, idear, prototipar e testar. A
recolha de dados quantitativos traduz-se em informações
estatísticas recolhidas a partir de questionários, enquanto a
recolha de dados qualitativos resulta da recolha de dados
primários a partir das entrevistas em profundidade,
observações não intervenientes, pesquisa secundária e
workshops de co-criação.
Ao promover uma abordagem co-criativa e iterativa, esta
investigação revela o potencial do Design Thinking enquanto
ferramenta poderosa na definição do propósito empresarial,
ao proporcionar não apenas um processo estruturado que
permite uma imersão profunda através de diferentes
ferramentas, como a possibilidade de iteração e co-criação
com diferentes stakeholders. Não importa a dimensão,
estrutura e setor da empresa, todas podem beneficiar com a
utilização do processo de Design Thinking na definição do
seu propósito, uma vez que este se revela versátil e passível
de ser adaptado a diferentes contextos empresariais.
In the current business environment, competitive dynamics demand that companies stand out not only for their operational efficiency and profit-making, but also for their ability to innovate and create significant value. Defining purpose has become a need for companies, driven by both consumers and employees. However, the process of defining a purpose that is authentic, meaningful and effectively creates impact faces some challenges. The complexity of considering the variety of perspectives of different stakeholders and the need to create a purpose that is aspirational, actionable and aligned with each company's identity make the process demanding. This research aims, through two case studies - a large company and a startup - to evaluate the relevance of using the Design Thinking process to define corporate purpose. Exploring how this methodology can be implemented in both contexts will offer a more complete view of its potential and limitations. For that, each case study follows the Design Thinking process, with the quantitative and qualitative methods that best suit each phase of the methodology - empathy, define, ideate, prototype and test. Quantitative data collection translates into statistical information gathered from surveys, while qualitative data collection results from primary data gathered from in-depth interviews, nonparticipatory observations, desk research and co-creation workshops. By promoting a co-creative and iterative approach, this research reveals the potential of Design Thinking as a powerful tool in defining corporate purpose, providing not only a structured process that allows deep immersion through different tools, but also the possibility of iteration and co-creation with different stakeholders. No matter the size, structure or sector of the company, all can benefit from using the Design Thinking process to define their purpose, as it is versatile and can be adapted to different business contexts.
In the current business environment, competitive dynamics demand that companies stand out not only for their operational efficiency and profit-making, but also for their ability to innovate and create significant value. Defining purpose has become a need for companies, driven by both consumers and employees. However, the process of defining a purpose that is authentic, meaningful and effectively creates impact faces some challenges. The complexity of considering the variety of perspectives of different stakeholders and the need to create a purpose that is aspirational, actionable and aligned with each company's identity make the process demanding. This research aims, through two case studies - a large company and a startup - to evaluate the relevance of using the Design Thinking process to define corporate purpose. Exploring how this methodology can be implemented in both contexts will offer a more complete view of its potential and limitations. For that, each case study follows the Design Thinking process, with the quantitative and qualitative methods that best suit each phase of the methodology - empathy, define, ideate, prototype and test. Quantitative data collection translates into statistical information gathered from surveys, while qualitative data collection results from primary data gathered from in-depth interviews, nonparticipatory observations, desk research and co-creation workshops. By promoting a co-creative and iterative approach, this research reveals the potential of Design Thinking as a powerful tool in defining corporate purpose, providing not only a structured process that allows deep immersion through different tools, but also the possibility of iteration and co-creation with different stakeholders. No matter the size, structure or sector of the company, all can benefit from using the Design Thinking process to define their purpose, as it is versatile and can be adapted to different business contexts.
Description
Keywords
Design thinking Co-criação Propósito Startups Grandes empresas