DOCTORAL THESIS Title the Great Age of Design: from Design Thinking to Mental Midwifery and to Design's Impact on Brands Pres
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DOCTORAL THESIS Title The Great Age of Design: From Design Thinking to Mental Midwifery and to Design’s Impact on Brands Presented by GÜRSEL ILIPINAR Centre ESADE BUSINESS SCHOOL Research Unit GRECOMAR Department MARKETING Directed by JORDI MONTAÑA MATOSAS ii I am dedicating this thesis to my dear parents: Sebahat and Seyhan ILIPINAR, and to my dear brother: Aydemir ILIPINAR, who have been there for me whenever I needed their affection and support! iii iv Acknowledgements I would like to thank my thesis tutor Professor Jordi Montaña for letting me in to the exciting world of Design, Professor Duane Truex for his intellectual stimulation and moral support, Professor Eduard Bonet for introducing me to the fascinating subject of Rhetoric and Narratives in Management Research, to Professor J.C. Spender for challenging me to amplify my imagination in the field of Organizational Theory, and to Dr. Oriol Iglesias for supporting me in the area of Branding, I would like to thank Professor Núria Agell for serving as president of my dissertation committee and Professor Francesc Soler Parellada and Professor Xavier Ginesta as members of my doctoral thesis committee. Professor Wes Johnston and Professor Naveen Donthu at Georgia State University, Raj Srivastava and Greg Thomas at Emory University, Dr. Toni-Matti Karjalainen at Aalto University’s IDBM Programme and Professor Tore Kristensen at Copenhagen Business School who hosted me in their institutions as a visiting scholar: Thanks for guiding my academic endeavor and inspiring this doctoral dissertation. Special thanks to the ESADE Business School´s Dean’s Office, PhD Programme Office and Vice Dean of Research. I received continuous support from our Dean, Professor Alfons Sauquet; Vice Dean of Research, Professor Jonathan Wareham; PhD Programme former Director Professor Núria Agell and current Director Dr. Cristina Giménez Thomsen; PhD Programme Manager Pilar Gallego; Marketing Department Assistants, Silvia Muñoz and Tamara Miranda…. Of critical support was the advice and help from my academic colleagues who contributed to the rigor of my research. Particularly, Dr. Abrahim Zaka, Dr. Kerem Gürses, and Dr. Natalia Cuguero Escofet. v Finally, I would like to thank to my close friends and class/programme-mates from Barcelona: Caroline Straub, Jan Hohberger, Henry Lopez, Ricardo Malagueño, Basak Canboy, Kübra Canhilal, and Tuba Bakici. vi Table of Contents Acknowledgements ................................................................................................. v List of Figures .......................................................................................................... 1 List of Tables ........................................................................................................... 3 Overarching Framework .......................................................................................... 5 Motivation for the Study ......................................................................................... 5 Thesis Framework ................................................................................................... 6 Unit of analysis and Structure of the Thesis ........................................................... 10 References ............................................................................................................ 13 Chapter I Introduction 16 Design Thinking ..................................................................................................... 17 Conclusion ............................................................................................................ 24 References ............................................................................................................ 26 Chapter II Design Thinking in the Postmodern Organization 31 Abstract ................................................................................................................ 31 Introduction .......................................................................................................... 32 Postmodernism ..................................................................................................... 33 Postmodernism, Social Constructivism and Design Thinking .................................. 34 Postmodern Organization...................................................................................... 35 Characteristics of Postmodern Management ......................................................... 37 Design ................................................................................................................... 38 Design Thinking ..................................................................................................... 40 Why Design Thinking Matters? .............................................................................. 42 vii Postmodernity and Design Thinking ...................................................................... 43 Managerial Implications ....................................................................................... 44 Conclusion ............................................................................................................ 46 References ............................................................................................................ 47 Chapter III The Sprouting Role of Designers and Mayeutics 51 Abstract ................................................................................................................ 51 Introduction ......................................................................................................... 52 Knowledge and Metaphors ................................................................................... 53 Metaphor and Methonymy in Design Language .................................................... 55 A specific metaphor: Mental Midwifery (Mayeutics) ............................................. 57 Role and Philosophy of Midwifery......................................................................... 60 Designers as Midwives (e.g. Facilitators) ............................................................... 61 Importance of this Research to the Design and Business Practice: A New State-of- Mind? ................................................................................................................... 64 Conclusion ............................................................................................................ 64 References ............................................................................................................ 66 Chapter IV Design Orientation and Product Success: Is Design Distinctiveness the Missing Link? 69 Abstract ................................................................................................................ 69 Design Distinctiveness .......................................................................................... 71 Sources of Advantage ........................................................................................... 75 Product Design ..................................................................................................... 78 Position of Advantage ........................................................................................... 80 Performance Outcomes ........................................................................................ 84 Methodology ........................................................................................................ 86 viii Hypothesis Development ...................................................................................... 87 Conclusions ........................................................................................................... 91 References ............................................................................................................ 93 Chapter V Brand Design: The Construct, Research Propositions and Consequences 101 Abstract .............................................................................................................. 101 Introduction ........................................................................................................ 102 Hypothesis Development .................................................................................... 105 Data Collection and Sample ................................................................................. 111 Dimension 1: Perceived Brand Design Quality ...................................................... 113 Dimension 2: Brand Design Loyalty ...................................................................... 114 Dimension 3: Brand Design Associations .............................................................. 114 Dimension 4: Brand Design Familiarity ................................................................ 115 Dimension 5: Brand Design Distinctiveness .......................................................... 116 Dimension 6: Meaning Driven Brand Design ........................................................ 117 Moderating Variable: .......................................................................................... 118 Centrality of Visual Product Aesthetics (CVPA) ..................................................... 118 Discriminant validity of BDDI and PBDQ in Relation to Brand Experience ............. 135 Discussion, implications and limitations .............................................................. 137 References .........................................................................................................