Consideraciones acerca del Design Thinking y Procesos

Authors

  • Luciano Augusto Toledo Universidade Presbiteriana Mackenzie - UPM, São Paulo http://orcid.org/0000-0002-2738-1486
  • Marcos Fernando Garber Universidade Presbiteriana Mackenzie - UPM, São Paulo
  • Adriana Beatriz Madeira Universidade Presbiteriana Mackenzie - UPM, São Paulo

DOI:

https://doi.org/10.20397/2177-6652/2017.v17i3.1198

Keywords:

Gestão, marketing, inovação

Abstract

El Design Thinking, que tiene como objetivo proporcionar una innovación en la forma de la creación de productos y servicios, es compuesto por un ciclo de etapas que comprenden la inspiración, idealización y concretización. Actualmente el termino innovación se ha mostrado en ascenso con el gran número de start-ups y la intensa búsqueda por parte de las empresas, para adaptarse a las nuevas tecnologías y crear diferenciales competitivos en el medio en que actúan. Este trabajo es presentado en la modalidad de ensayo, lo que objetiva proporcionar al lector insights críticos sobre el tema abordado. Entre estos, toma relevancia el hecho de que el modelo de gestión y la estructura organizacional, tanto la orientada por proyectos cuanto la orientada por procesos en la estructura funcional, han sido influenciadas con la adopción de las prácticas de Design Thinking.

Author Biographies

Luciano Augusto Toledo, Universidade Presbiteriana Mackenzie - UPM, São Paulo

Doutor em Administração pela FEA-USP, especialista em marketing de serviços pela FIA-USP. É professor PPI da Univesidade Presbiteriana Mackenzie. Áreas de interesse: marketing; e-commerce

Marcos Fernando Garber, Universidade Presbiteriana Mackenzie - UPM, São Paulo

professor na Universidade Presbiteriana Mackenzie - UPM, São Paulo

Adriana Beatriz Madeira, Universidade Presbiteriana Mackenzie - UPM, São Paulo

professor na Universidade Presbiteriana Mackenzie - UPM, São Paulo

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Published

2017-12-01

How to Cite

Toledo, L. A., Garber, M. F., & Madeira, A. B. (2017). Consideraciones acerca del Design Thinking y Procesos. Journal of Management & Technology, 17(3), 312–332. https://doi.org/10.20397/2177-6652/2017.v17i3.1198