Design Thinking as Meaning Creation: The Case of Descomplica
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Raphael Lobo
Claudio Pitassi
Abstract
Context: the design language was introduced to innovation management as a mechanism to increase creativity, given the predominance of an economic rationality in the innovation theory and practice. Among the design thinking discourse, meaning innovation gained relevance in post-industrial societies. Objective: explore the adherence of Descomplica strategy to the meaning innovation model. Method: an exploratory survey with a qualitative approach and a narrative method was carried out. Results: the data collected shows that the company does have a strategy to build and consolidate an emotional relationship with its users. This emotional connection can be perceived in students’ narratives, mainly when they came from public schools. Results also brought evidence that traditional education methods can be threatened by EdTech, mainly in environments where regulatory controls are weak. Conclusion: even though meaning innovation proved to be effective from the point of view of Descomplica’s strategy, it cannot be considered a radical innovation in the sense attributed by sustainability-oriented innovation theory. The results reinforce the urgency to discuss, from organizational and educational perspectives, the impacts of online platforms in Brazilian students’ perceptions, behaviors, and capabilities development.
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Lobo, R., & Pitassi, C. (2021). Design Thinking as Meaning Creation: The Case of Descomplica . Journal of Contemporary Administration, 26(1), e190166. https://doi.org/10.1590/1982-7849rac2022190166.en
Section
Theoretical-empirical Articles
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References
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Adams, R.J., Smart, P., & Huff, A.S. (2017). Shades of grey: Guidelines for working with the grey literature in systematic reviews for Management and Organizational Studies. International Journal of Management Reviews, 19(4), 432-454. https://doi.org/10.1111/ijmr.12102
Allen, S., Cunliffe, A.L., & Easterby-Smith, M. (2019). Understanding sustainability through the lens of ecocentric radical-reflexibility: Implications for management education. Journal of Business Ethics, 154, 781-795. https://doi.org/10.1007/s10551-016-3420-3
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Brown, T. (2008). Design thinking. Harvard Business Review, 86(6), 84-92. Retrieved from https://hbr.org/2008/06/design-thinking
Cohen, W. M., & Levinthal, D. A. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative Science Quarterly, 35(1), 128-152. https://doi.org/10.2307/2393553
Cornelissen, J., & Cholakova, M. (2019). Profits uber everything? The gig economy and the morality of category work. Strategic Organization. https://doi.org/10.1177%2F1476127019894506
Creswell, J. (2003). Research design: Qualitative, quantitative and mixed methods approaches (2 ed.). London: Sage Publications.
De Goey, H., Hilletofth, P., & Eriksson, L. (2019). Design-driven innovation: A systematic literature review. European Business Review, 31(1), 92-114. https://doi.org/10.1108/EBR-09-2017-0160
Dell’Era, C., & Verganti, R. (2010). Collaborative strategies in design-intensive industries: Knowledge diversity and innovation. Long Range Planning, 43(1), 123-141. https://doi.org/10.1016/j.lrp.2009.10.006
Dell’Era, C., & Verganti, R. (2007). Strategies of innovation and imitation of product languages. Product Development & Management Association, 24(6), 580-599. https://doi.org/10.1111/j.1540-5885.2007.00273.x
Denzin, N., & Lincoln, Y. (1994). Handbook of qualitative research. London: Sage Publications.
Dosi, G. (1982). Technological paradigms and technological trajectories: A suggested interpretation of the determinants and directions of technical change. Research Policy, 11(3), 147-162. https://doi.org/10.1016/0048-7333(82)90016-6
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550. https://doi.org/10.5465/amr.1989.4308385
Elms, H., Brammer, S., Harris, J. D. & Phillips R. A. (2010). New directions in strategic management and business ethics. Business Ethics Quarterly, 20(3), 401-425. https://doi.org/10.5840/beq201020328
Fagerberg, J., Fosaas, M., Bell, M., & Martin, B. R. (2011). Christopher Freeman: Social science entrepreneur. Research Policy, 40(7), 897-916. https://doi.org/10.1016/j.respol.2011.06.011
Figueiredo, P. N. (2009). Gestão da inovação: Conceitos, métricas e experiências de empresas no Brasil. Rio de Janeiro: LTC.
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Freeman, C., & Soete, L. (2007). The economics of industrial innovation (3 ed.). London: Frances Pinter.
Frenken, K., Vaskelainen, T., Fünfschilling, L., & Piscicelli, L. (2018). An institutional logics perspective on the gig economy. SocArXiv. https://doi.org/10.31235/osf.io/uqn9v
Friese, S. (2014). Qualitative data analysis with ATLAS.ti (Vol. 2). London: Sage Publications.
Gantman, E. R. (2019). Capitalism, social privilege, and managerial ideologies. London: Routledge.
Gröschl, S., & Gabaldon, P. (2018) Business schools and the development of responsible leaders: A proposition of Edgar Morin’s transdisciplinarity. Journal of Business Ethics, 153(1), 185–195. https://doi.org/10.1007/s10551-016-3349-6
Griffith, R., Lee, S. & Straathof, B. (2017). Recombinant innovation and the boundaries of the firm. International Journal of Industrial Organization, 50, 34-56. https://doi.org/10.1016/j.ijindorg.2016.10.005
Guba, E., & Lincoln, Y. (1989). Fourth generation evaluation. London: Sage Publications.
Hesse, M., Dann, D., Braesemann, F., & Teubner, T. (2020). Understanding the platform economy: Signals, trust, and social interaction. Proceedings of the Hawaii International Conference on System Sciences, Maui, Hawaii, USA, 53.
Johansson, U., & Woodilla, J. (2009). Creating a synergistic dialogue among design thinking, strategy, and innovation. Design Research Journal, (2), 29-33. Retrieved from https://gup.ub.gu.se/publication/188848?lang=en
Johansson-Sköldberg, U., Woodilla, J., & Çetinkaya, M. (2013). Design thinking: Past, present, and possible futures. Creativity and Innovation Management, 22(2), 121-146. https://doi.org/10.1111/caim.12023
Kim, C. W., & Maubourgne, R. (2005). Blue ocean strategy: From theory to practice. California Management Review, 47(3), 105-121. https://doi.org/10.1177%2F000812560504700301
Kim, N., Park, Y., & Lee. D. (2019). Differences in consumers’ intention to use on-demand automobile-related services in accordance with the degree of face-to-face interactions. Technological Forecasting and Social Change, 139, 277-286. https://doi.org/10.1016/j.techfore.2018.11.014
Kolko, J. (2015). Design thinking comes of age. Harvard Business Review, (September 2015), 66-71. Retrieved from https://hbr.org/2015/09/design-thinking-comes-of-age
Kosheleva, O., Viera, J. Jr., & Kreinovich, V. (2019). From gig economy to gig education. Mathematical Structures and Modeling, 2(50), 107-111. Retrieved from https://cyberleninka.ru/article/n/from-gig-economy-to-gig-education
Krippendorff, K. (1989). On the essential contexts of artifacts or on the proposition that ‘design is making sense (of things)’. Design Issues, 5(2) 9-39. https://doi.org/10.2307/1511512
Lima, A. (2020, April). Para CEO da Faculdade Descomplica, isolamento social pode mudar percepção sobre educação digital. LABS - Latin America Business Stories. Retrieved from https://labs.ebanx.com/pt-br/artigos/tecnologia/para-ceo-da-faculdade-descomplica-isolamento-social-pode-mudar-percepcao-sobre-educacao-digital/
Magistretti, S., Dell’Era, C., & Verganti, R. (2020). Searching for the right application: A technology development review and research agenda. Technological Forecasting and Social Change, 151, 119879. https://doi.org/10.1016/j.techfore.2019.119879
McCraw, T. K. (2007). Prophet of innovation: Joseph Schumpeter and creative destruction. Cambridge, MA: Harvard University Press.
Means, A. J. (2018). Platform learning and on-demand labor: Sociotechnical projections on the future of education and work. Learning, Media, and Technology, 43(3), 326-338. https://doi.org/10.1080/17439884.2018.1504792
Miles, M., & Huberman, M. (1994). Qualitative data analysis: An expanded sourcebook (2 ed.) California: Sage Publications.
Mowery, D., & Rosenberg, N. (1979). The influence of market demand upon innovation: A critical review of some recent empirical studies. Research Policy, 8(2), 102-153. https://doi.org/10.1016/0048-7333(79)90019-2
Nonaka, I., & Takeuchi, H. (1995). The knowledge-creating company: How Japanese companies create the dynamics of innovation. New York: Oxford University Press.
Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research vs. technology and meaning change. Design Issues, 30(1), 78-96. https://doi.org/10.1162/DESI_a_00250
Olga, K., Julian, V., & Vladik, K. (2019). From gig economy to gig education. Математические структуры и моделирование, 2(50), 107-111.
Organisation for Economic Co-operation and Development. (2005). Oslo manual: Guidelines for collecting and interpreting innovation data (3 ed.). Paris: OECD.
Painter-Morland, M., Demuijnck, G., & Ornati, S. (2017). Sustainable development and well-being: A philosophical challenge. Journal of Business Ethics, 146, 295-311. https://doi.org/10.1007/s10551-017-3658-4
Ratten, V., & Usmanij, P. (2020). Entrepreneurship education: Time for a change in research direction? The International Journal of Management Education, 19(1), 100367. https://doi.org/10.1016/j.ijme.2020.100367
Ruvolo, J. (2015, July). Is for-profit the future of education in Brazil? Tech Crunch. Retrieved from https://techcrunch.com/2015/07/19/is-for-profit-the-future-of-education-in-brazil/
Savage, P., Geissdoerfer, M., Kharrazi, A., & Evans, S. (2019). The theoretical foundations of sociotechnical systems change for sustainability: A systematic literature review. Journal of Cleaner Production, 206, 878–892. https://doi.org/10.1016/j.jclepro.2018.09.208
Schumpeter, J. A. (1934). The theory of economic development. Cambridge, MA: Harvard University Press.
Simon, A. H. (1969). The sciences of the artificial (3 ed.). Cambridge, MA: MIT Press.
Siqueira, R., & Pitassi, C. (2016). Sustainability-oriented innovations: Can mindfulness make a difference? Journal of Cleaner Production, 139, 1181-1190. https://doi.org/10.1016/j.jclepro.2016.08.056
Teece, D. (2010). Business model, business strategy and innovation. Long Range Planning, 43(2-3), 172-194. https://doi.org/10.1016/j.lrp.2009.07.003
Teece, D. J., & Linden, G. (2017). Business models, value capture, and the digital enterprise. Journal of Organization Design, 6(1), 8. https://doi.org/10.1186/s41469-017-0018-x
The Christensen Institute. (2021, March). What is disruptive innovation? Retrieved from https://www.christenseninstitute.org/disruptive-innovations/
Utterback, J. (1994). Mastering the dynamics of innovation: How companies can seize opportunities in the face of technological change. Boston, MA: Harvard Business School Press.
Vallas, S., & Schor, J. B. (2020). What do platforms do? Understanding the gig economy. Annual Review of Sociology, 46, 273-294. https://doi.org/10.1146/annurev-soc-121919-054857
Verganti, R. (2006). Innovating through design. Harvard Business Review, 84(12), 114-123. Retrieved from https://hbr.org/2006/12/innovating-through-design
Verganti, R. (2008). Design, meanings, and radical innovation: A metamodel and a research agenda. Journal of Product Innovation Management, 25(5), 436-456. https://doi.org/10.1111/j.1540-5885.2008.00313.x
Verganti, R., & Öberg, Å. (2013). Interpreting and envisioning - A hermeneutic framework to look at radical innovation of meanings. Industrial Marketing Management, 42(1), 86-95. https://doi.org/10.1016/j.indmarman.2012.11.012
Verganti, R. (2016). The innovative power of criticism. Harvard Business Review, 94(1), 89-95. Retrieved from https://hbr.org/2016/01/the-innovative-power-of-criticism
Verganti, R. (2017). Overcrowded: Designing meaningful products in a world awash with ideas. Cambridge: The MIT Press.
Verganti, R., & Öberg, Å. (2017). Innovation in your Box: Why Meaning - not ideas - is the key to success. ESBRI - Entrepreneurship and small business Research Institute. Retrieved from http://www.esbri.se/forelasning_tv_visae.asp?id=217156653
Vojak, B., Price, R., & Griffin, A. (2012). Serial innovators: How individuals create and deliver breakthrough innovations in mature firms. Research-Technology Management, 55(6), 42-48. https://doi.org/10.5437/08956308X5506899
Adams, R.J., Smart, P., & Huff, A.S. (2017). Shades of grey: Guidelines for working with the grey literature in systematic reviews for Management and Organizational Studies. International Journal of Management Reviews, 19(4), 432-454. https://doi.org/10.1111/ijmr.12102
Allen, S., Cunliffe, A.L., & Easterby-Smith, M. (2019). Understanding sustainability through the lens of ecocentric radical-reflexibility: Implications for management education. Journal of Business Ethics, 154, 781-795. https://doi.org/10.1007/s10551-016-3420-3
Battistella, C., Biotto, G., & Toni, A. F. (2012). From design driven innovation to meaning strategy. Management Decision, 50(4), 718-743. https://doi.org/10.1108/00251741211220390
Brown, T. (2008). Design thinking. Harvard Business Review, 86(6), 84-92. Retrieved from https://hbr.org/2008/06/design-thinking
Cohen, W. M., & Levinthal, D. A. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative Science Quarterly, 35(1), 128-152. https://doi.org/10.2307/2393553
Cornelissen, J., & Cholakova, M. (2019). Profits uber everything? The gig economy and the morality of category work. Strategic Organization. https://doi.org/10.1177%2F1476127019894506
Creswell, J. (2003). Research design: Qualitative, quantitative and mixed methods approaches (2 ed.). London: Sage Publications.
De Goey, H., Hilletofth, P., & Eriksson, L. (2019). Design-driven innovation: A systematic literature review. European Business Review, 31(1), 92-114. https://doi.org/10.1108/EBR-09-2017-0160
Dell’Era, C., & Verganti, R. (2010). Collaborative strategies in design-intensive industries: Knowledge diversity and innovation. Long Range Planning, 43(1), 123-141. https://doi.org/10.1016/j.lrp.2009.10.006
Dell’Era, C., & Verganti, R. (2007). Strategies of innovation and imitation of product languages. Product Development & Management Association, 24(6), 580-599. https://doi.org/10.1111/j.1540-5885.2007.00273.x
Denzin, N., & Lincoln, Y. (1994). Handbook of qualitative research. London: Sage Publications.
Dosi, G. (1982). Technological paradigms and technological trajectories: A suggested interpretation of the determinants and directions of technical change. Research Policy, 11(3), 147-162. https://doi.org/10.1016/0048-7333(82)90016-6
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550. https://doi.org/10.5465/amr.1989.4308385
Elms, H., Brammer, S., Harris, J. D. & Phillips R. A. (2010). New directions in strategic management and business ethics. Business Ethics Quarterly, 20(3), 401-425. https://doi.org/10.5840/beq201020328
Fagerberg, J., Fosaas, M., Bell, M., & Martin, B. R. (2011). Christopher Freeman: Social science entrepreneur. Research Policy, 40(7), 897-916. https://doi.org/10.1016/j.respol.2011.06.011
Figueiredo, P. N. (2009). Gestão da inovação: Conceitos, métricas e experiências de empresas no Brasil. Rio de Janeiro: LTC.
Freeman, C. (1974). The economics of industrial innovation. Harmondsworth: Penguin.
Freeman, C., & Soete, L. (2007). The economics of industrial innovation (3 ed.). London: Frances Pinter.
Frenken, K., Vaskelainen, T., Fünfschilling, L., & Piscicelli, L. (2018). An institutional logics perspective on the gig economy. SocArXiv. https://doi.org/10.31235/osf.io/uqn9v
Friese, S. (2014). Qualitative data analysis with ATLAS.ti (Vol. 2). London: Sage Publications.
Gantman, E. R. (2019). Capitalism, social privilege, and managerial ideologies. London: Routledge.
Gröschl, S., & Gabaldon, P. (2018) Business schools and the development of responsible leaders: A proposition of Edgar Morin’s transdisciplinarity. Journal of Business Ethics, 153(1), 185–195. https://doi.org/10.1007/s10551-016-3349-6
Griffith, R., Lee, S. & Straathof, B. (2017). Recombinant innovation and the boundaries of the firm. International Journal of Industrial Organization, 50, 34-56. https://doi.org/10.1016/j.ijindorg.2016.10.005
Guba, E., & Lincoln, Y. (1989). Fourth generation evaluation. London: Sage Publications.
Hesse, M., Dann, D., Braesemann, F., & Teubner, T. (2020). Understanding the platform economy: Signals, trust, and social interaction. Proceedings of the Hawaii International Conference on System Sciences, Maui, Hawaii, USA, 53.
Johansson, U., & Woodilla, J. (2009). Creating a synergistic dialogue among design thinking, strategy, and innovation. Design Research Journal, (2), 29-33. Retrieved from https://gup.ub.gu.se/publication/188848?lang=en
Johansson-Sköldberg, U., Woodilla, J., & Çetinkaya, M. (2013). Design thinking: Past, present, and possible futures. Creativity and Innovation Management, 22(2), 121-146. https://doi.org/10.1111/caim.12023
Kim, C. W., & Maubourgne, R. (2005). Blue ocean strategy: From theory to practice. California Management Review, 47(3), 105-121. https://doi.org/10.1177%2F000812560504700301
Kim, N., Park, Y., & Lee. D. (2019). Differences in consumers’ intention to use on-demand automobile-related services in accordance with the degree of face-to-face interactions. Technological Forecasting and Social Change, 139, 277-286. https://doi.org/10.1016/j.techfore.2018.11.014
Kolko, J. (2015). Design thinking comes of age. Harvard Business Review, (September 2015), 66-71. Retrieved from https://hbr.org/2015/09/design-thinking-comes-of-age
Kosheleva, O., Viera, J. Jr., & Kreinovich, V. (2019). From gig economy to gig education. Mathematical Structures and Modeling, 2(50), 107-111. Retrieved from https://cyberleninka.ru/article/n/from-gig-economy-to-gig-education
Krippendorff, K. (1989). On the essential contexts of artifacts or on the proposition that ‘design is making sense (of things)’. Design Issues, 5(2) 9-39. https://doi.org/10.2307/1511512
Lima, A. (2020, April). Para CEO da Faculdade Descomplica, isolamento social pode mudar percepção sobre educação digital. LABS - Latin America Business Stories. Retrieved from https://labs.ebanx.com/pt-br/artigos/tecnologia/para-ceo-da-faculdade-descomplica-isolamento-social-pode-mudar-percepcao-sobre-educacao-digital/
Magistretti, S., Dell’Era, C., & Verganti, R. (2020). Searching for the right application: A technology development review and research agenda. Technological Forecasting and Social Change, 151, 119879. https://doi.org/10.1016/j.techfore.2019.119879
McCraw, T. K. (2007). Prophet of innovation: Joseph Schumpeter and creative destruction. Cambridge, MA: Harvard University Press.
Means, A. J. (2018). Platform learning and on-demand labor: Sociotechnical projections on the future of education and work. Learning, Media, and Technology, 43(3), 326-338. https://doi.org/10.1080/17439884.2018.1504792
Miles, M., & Huberman, M. (1994). Qualitative data analysis: An expanded sourcebook (2 ed.) California: Sage Publications.
Mowery, D., & Rosenberg, N. (1979). The influence of market demand upon innovation: A critical review of some recent empirical studies. Research Policy, 8(2), 102-153. https://doi.org/10.1016/0048-7333(79)90019-2
Nonaka, I., & Takeuchi, H. (1995). The knowledge-creating company: How Japanese companies create the dynamics of innovation. New York: Oxford University Press.
Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research vs. technology and meaning change. Design Issues, 30(1), 78-96. https://doi.org/10.1162/DESI_a_00250
Olga, K., Julian, V., & Vladik, K. (2019). From gig economy to gig education. Математические структуры и моделирование, 2(50), 107-111.
Organisation for Economic Co-operation and Development. (2005). Oslo manual: Guidelines for collecting and interpreting innovation data (3 ed.). Paris: OECD.
Painter-Morland, M., Demuijnck, G., & Ornati, S. (2017). Sustainable development and well-being: A philosophical challenge. Journal of Business Ethics, 146, 295-311. https://doi.org/10.1007/s10551-017-3658-4
Ratten, V., & Usmanij, P. (2020). Entrepreneurship education: Time for a change in research direction? The International Journal of Management Education, 19(1), 100367. https://doi.org/10.1016/j.ijme.2020.100367
Ruvolo, J. (2015, July). Is for-profit the future of education in Brazil? Tech Crunch. Retrieved from https://techcrunch.com/2015/07/19/is-for-profit-the-future-of-education-in-brazil/
Savage, P., Geissdoerfer, M., Kharrazi, A., & Evans, S. (2019). The theoretical foundations of sociotechnical systems change for sustainability: A systematic literature review. Journal of Cleaner Production, 206, 878–892. https://doi.org/10.1016/j.jclepro.2018.09.208
Schumpeter, J. A. (1934). The theory of economic development. Cambridge, MA: Harvard University Press.
Simon, A. H. (1969). The sciences of the artificial (3 ed.). Cambridge, MA: MIT Press.
Siqueira, R., & Pitassi, C. (2016). Sustainability-oriented innovations: Can mindfulness make a difference? Journal of Cleaner Production, 139, 1181-1190. https://doi.org/10.1016/j.jclepro.2016.08.056
Teece, D. (2010). Business model, business strategy and innovation. Long Range Planning, 43(2-3), 172-194. https://doi.org/10.1016/j.lrp.2009.07.003
Teece, D. J., & Linden, G. (2017). Business models, value capture, and the digital enterprise. Journal of Organization Design, 6(1), 8. https://doi.org/10.1186/s41469-017-0018-x
The Christensen Institute. (2021, March). What is disruptive innovation? Retrieved from https://www.christenseninstitute.org/disruptive-innovations/
Utterback, J. (1994). Mastering the dynamics of innovation: How companies can seize opportunities in the face of technological change. Boston, MA: Harvard Business School Press.
Vallas, S., & Schor, J. B. (2020). What do platforms do? Understanding the gig economy. Annual Review of Sociology, 46, 273-294. https://doi.org/10.1146/annurev-soc-121919-054857
Verganti, R. (2006). Innovating through design. Harvard Business Review, 84(12), 114-123. Retrieved from https://hbr.org/2006/12/innovating-through-design
Verganti, R. (2008). Design, meanings, and radical innovation: A metamodel and a research agenda. Journal of Product Innovation Management, 25(5), 436-456. https://doi.org/10.1111/j.1540-5885.2008.00313.x
Verganti, R., & Öberg, Å. (2013). Interpreting and envisioning - A hermeneutic framework to look at radical innovation of meanings. Industrial Marketing Management, 42(1), 86-95. https://doi.org/10.1016/j.indmarman.2012.11.012
Verganti, R. (2016). The innovative power of criticism. Harvard Business Review, 94(1), 89-95. Retrieved from https://hbr.org/2016/01/the-innovative-power-of-criticism
Verganti, R. (2017). Overcrowded: Designing meaningful products in a world awash with ideas. Cambridge: The MIT Press.
Verganti, R., & Öberg, Å. (2017). Innovation in your Box: Why Meaning - not ideas - is the key to success. ESBRI - Entrepreneurship and small business Research Institute. Retrieved from http://www.esbri.se/forelasning_tv_visae.asp?id=217156653
Vojak, B., Price, R., & Griffin, A. (2012). Serial innovators: How individuals create and deliver breakthrough innovations in mature firms. Research-Technology Management, 55(6), 42-48. https://doi.org/10.5437/08956308X5506899