List of Articles Dsign thinking

• Open Access Article
  • Abstract Page
  • Full-Text
  
  1 - Providing an Innovation Framework in Established Business Model with Design Thinking Approach (Case study: Pharmaceutical Industries)
  سیامک باران دوست kamal sakhdari علی داوری
  10.30495/jhm.2022.67340.11041
  Introduction: Todays, business model innovation (BMI) is one of the basic business solutions to respond to environmental dynamics and increase the competitiveness of firms. The present study aims to provide a framework for innovation in the business model of the pharmac More

  Introduction: Todays, business model innovation (BMI) is one of the basic business solutions to respond to environmental dynamics and increase the competitiveness of firms. The present study aims to provide a framework for innovation in the business model of the pharmaceutical industry with a design thinking (DT) approach.Methods: The approach of the present study is qualitative and inductive-exploratory and is applied in terms of purpose. According to the strategy of case study of pharmaceutical industry, semi-structured interview was selected as the method of data collection. Non-probabilistic sampling method has been selected from purposive sampling method based on snowball sampling method. Statistical community of this study; Managers, consultants (internal and external) and employees of established companies and businesses in the pharmaceutical industry, specializing in the areas of design, innovation, R&D, business management and development. Cognitive mapping method has been used to analyze the data.Results: Based on the view of the process owners and the existing theoretical literature, the integrated BMI process framework of the pharmaceutical industry with the DT approach has five stages: 1- start, 2- inspiration, 3- idea generation, 4- integration and 5- implementation.Conclusion: DT is an approach that can be combined with other BMI tools to innovate in the established pharmaceutical business model. Manuscript profile