How is innovation empowered by design thinking for new product development? a case study in Taiwan

Innovation is vital for sustainable competitiveness and a process that can be trained and managed. Design thinking is an effective approach that helps create innovative solutions and contributes to new product development (NPD). When applied to NPD, how the involvement and intensity of design thinking offers benefits to firms with distinct organisational cultures remained unclear. This study investigates the effect of the use of design thinking in NPD. A hybrid method approach is adopted. First, 35 senior managers from diverse industries in Taiwan are participated in a set of design thinking workshops hosted by the present study. The participants were interviewed after the workshops to investigate design thinking's influences on organisational creativity capacity. This study highlights two key successful factors to enable an effective NPD by design thinking: 1) clarifying bottlenecks against innovation and 2) establishing an open cooperate culture of innovation. Further, a quantitative study was conducted to validate the proposition, stating that by adopting design thinking, firms can improve their innovation in NPD. The correlation between design thinking and organisational culture by industrial types is examined.