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In spite of of the current popularity of design-thinking (DT), its impact on brand management (BM... more In spite of of the current popularity of design-thinking (DT), its impact on brand management (BM) has rarely been researched. This empirical paper addresses such a research gap. First, we review the concept of DT in design and non-design fields. Second, we review previous research on the relation between DT and BM. Third, we present a multiple case study of eight design thinkers in the field of BM. Fourth, we discuss the impact of DT on BM based on our findings. In the fifth and concluding section, we summarise the contribution of this paper to theory and practice.
In spite of of the current popularity of design-thinking (DT), its impact on brand management (BM... more In spite of of the current popularity of design-thinking (DT), its impact on brand management (BM) has rarely been researched. This empirical paper addresses such a research gap. First, we review the concept of DT in design and non-design fields. Second, we review previous research on the relation between DT and BM. Third, we present a multiple case study of eight design thinkers in the field of BM. Fourth, we discuss the impact of DT on BM based on our findings. In the fifth and concluding section, we summarise the contribution of this paper to theory and practice.