BARRIERS AND OPPORTUNITIES OF IMPLEMENTING DESIGN THINKING IN PRODUCT DEVELOPMENT PROCESS OF A BUSINESS TO BUSINESS COMPANY

Abstract Customer centricity is described as placing value creation for customers at the core of business decisions and organizational practices progressively regarded a foundation sustainable competitive advantage by companies. Hence in recent years, there shift from companies being product-centric to them adapting customer-centric practice create balanced businesses. Although are several methods processes that can help become customer-centric; Design Thinking (DT) championed many practitioners academics alike effective introducing customer-centricity organizations. Despite highly researched topic last decade, bulk research focused on success stories or one-off cases using design thinking Business (B2C) environments. This paper based qualitative study performed high-tech Swedish electronics company focuses highlighting barriers opportunities DT (B2B) with established product development processes. The we identified address impediments will make implementation easier