Management Practice Insights


Management Practice Insights

Year: 2023, Volume: 1, Issue: 2, Pages: 32-36

Original Article

DESIGN CAPABILITY How to Integrate It for Competitive Advantage

Received Date:18 June 2023, Accepted Date:10 July 2023, Published Date:10 December 2023


Problem of Practice: Several companies that have adopted Design Thinking have witnessed the power of creative and human-centered problem-solving and tangible bottom-line benefits. Many companies have experimented with this approach using consultants and specialists in limited project settings. While such companies have captured some value from focused design interventions, there is much more value to be had by embedding design as a practice into the organization. To be able to move from design intervention to design integration within organizations. Not sure how to start or strengthen the use of design as a capability? In this essay, we build on research by Julie Sahakian and Sihem BenMahmoud Jouini to show how to embed Design Thinking into your organization in an integrated manner


1 Julie Sahakian and Sihem BenMahmoud Jouini, “Building Design as a Dynamic Capability: A Model for Design Integration,” Journal of Product Innovation Management n/a, no. n/a (June 6, 2023),


© 2023 Published by SPJIMR. This is an open-access article under the CC BY license (


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