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London Olympics Essay

  • Submitted by: anonymous
  • on September 4, 2012
  • Category: English
  • Length: 5,959 words

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Below is an essay on "London Olympics" from Anti Essays, your source for research papers, essays, and term paper examples.

An Investigation into Features of Design Thinking in Fast
Moving Consumer Goods Brand Development: Integration
and Collaboration
Younjoon Lee, PhD student, Lancaster University, UK
Martyn Evans, Senior Lecturer, Lancaster University, UK

Abstract
Most companies and researchers have no doubt now that design envisages a way toward future
products, services, and systems. Recently, however researchers have started to highlight ‘design
thinking’ to ensure that design becomes the next competitive advantage in companies. They
acknowledge that design thinking enables companies to develop differentiated products, services
and systems which consumers and users need. However, there is little research which reports how
design thinking can be embedded and fostered in different business contexts, especially in FMCG
(Fast Moving Consumer Goods) brand development. This paper investigates what features of
design thinking are employed in FMCG brand development via stakeholder interviews in three
domains: agencies, companies, and retailers. This paper concludes with suggestions of how
design thinking can be embraced in FMCG brand development.
Keywords
Design thinking; brand development; Fast Moving Consumer Goods; design integration, and
collaboration
Branding is a key strategic asset for organisations in an increasingly competitive retail environment
(Lincoln & Thomassen, 2007; Thomassen, Lincoln & Aconis, 2006; LePla & Parker, 2002;
Southgate, 1994). Brand development is a complicated process in which stakeholders have
different needs and expectations of the development process. Hence, to ensure that brands can be
both competitive and sustainable, an understanding of integration and collaboration between
different disciplines is of prime importance to the various stakeholders involved (Olins, 2007;
Mozota, 2003). Literature suggests that design can assist in the development of competitive
advantage in an integrated and collaborative way and support...

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