innovation case study examples

Ten Types of Innovation: 30 new case studies for 2019

If you’ve followed my work for a while, you’ll know that I’m a big fan of the Ten Types of Innovation, a framework developed by Doblin (now a part of Deloitte).

I previously listed it as the #2 innovation framework you should be using.

And with good reason. I have used it frequently with clients to get them to think beyond innovating their product , which becomes harder, more expensive and less differentiating over time.

However, what I have found in recent workshops is that since it was originally published in 2013, some of the case studies and examples in the book already come across as out of date. That’s how rapidly the world is changing.

So here, I present three new more recent case studies for each of the Ten Types of Innovation, along with an outline on what each of them represents. Try and see which of these examples you would also suggest touch on more than one of the Ten Types, and let me know in the comments below:

1) Profit Model: How you make money

Innovative profit models find a fresh way to convert a firm’s offerings and other sources of value into cash. Great ones reflect a deep understanding of what customers and users actually cherish and where new revenue or pricing opportunities might lie.

Innovative profit models often challenge an industry’s tired old assumptions about what to offer, what to charge, or how to collect revenues. This is a big part of their power: in most industries, the dominant profit model often goes unquestioned for decades.

Recent examples:

• Fortnite – Pay to customise: This Free-to-Play video game by Epic Game Studios is currently one of the most popular and profitable games in the world. Unlike other “freemium” games which incentivise people to spend money to speed up progression, Fortnite is completely free to progress and people only need pay if they want to unlock cosmetic items which don’t affect gameplay but act to personalise their characters.
• Deloitte – Value sharing: Professional Services firm Deloitte is the world’s largest Management Consulting firm and still growing. They noticed a desire from their clients for assurance that the advice they were being given and transformation projects which Deloitte was running would actually succeed. As a result, Deloitte has begun trialling projects where instead of their fee being based just on Time and Materials, they will also share in value delivery, where additional bonus payments are only activated if previously-agreed performance metrics are successfully met.
• Supreme – Limiting supply: While most companies want to get their products in to the hands of as many people as possible, Supreme has built a cult following through deliberately forcing scarcity of its products. The streetwear clothing retailer announces limited items which will only be available from a specific day when they “drop”, and once they are sold out, that’s it, unless you want to pay huge markups for a second-hand item on eBay. Their red box logo is now so collectible and desirable that the company is able to sell almost anything by putting the logo on it for a limited time only. Case in point: you can find official Supreme Bricks (yes, like the ones used to build houses) which are still selling on eBay for $500.

Supreme’s limited quantity releases often lead to people queuing overnight

2) Network: How you connect with others to create value

In today’s hyper-connected world, no company can or should do everything alone. Network innovations provide a way for firms to take advantage of other companies’ processes, technologies, offerings, channels, and brands—pretty much any and every component of a business.

These innovations mean a firm can capitalize on its own strengths while harnessing the capabilities and assets of others. Network innovations also help executives to share risk in developing new offers and ventures. These collaborations can be brief or enduring, and they can be formed between close allies or even staunch competitors.

Recent Examples:

• Ford & Volkswagen – Developing Self-driving cars: As two of the world’s largest car-makers, Ford and Volkswagen are competitors on the road. However, in 2019 they announced a partnership to work together to develop technology for self-driving cars and electric vehicles which would be used in both company’s fleets of the future. While Ford brings more advanced automated driving technology, Volkswagen was leading in electric vehicles. Through the combined venture called ARGO, both firms can spread their R&D spending across more cars, while both developing competing products.
• Microsoft – launching on competitors platforms: Since new Microsoft CEO Satya Nadella has taken over, he has changed the innovation ethos of the company. Whereas previously Microsoft was a product-first company who tried to eliminate competing products and customers should stay within the company’s ecosystem, Nadella has shifted the mindset to a service company where their products should be accessible to customers should be able to access the products in whichever way they prefer. As a result, products such as Office 365 are now available in any web browser, as well as on the mobile marketplaces of Google’s Android and Apple’s IOS, previously seen as competitors.
• Huawei – Leveraging celebrity endorsement: Until recently, “high-quality smartphone” made people think of companies like Apple (USA), Samsung and LG (South Korea). Brands from China were often seen as competing on price but suffering from lower build quality and a lack of innovation. So in order to raise their profile in Western markets, Huawei has invested heavily in celebrities to endorse their flagship phones, such as Scarlett Johanssen, Lionel Messi, Henry Cavill and Gal Gadot. This initial investment raised brand name recognition, to the stage where it is now focusing marketing more towards features and functionality.

Huawei has paid Lionel Messi millions to endorse their brand

3) Structure: How you organize and align your talent and assets

Structure innovations are focused on organizing company assets—hard, human, or intangible—in unique ways that create value. They can include everything from superior talent management systems to ingenious configurations of heavy capital equipment.

An enterprise’s fixed costs and corporate functions can also be improved through Structure innovations, including departments such as Human Resources, R&D, and IT. Ideally, such innovations also help attract talent to the organization by creating supremely productive working environments or fostering a level of performance that competitors can’t match.

• Perpetual Guardian – Four-day working week: This small financial advisory firm in New Zealand trialed moving to a four-day working week, giving their staff an additional free day each week as long as they got their outputs done. As a result, they found people adjusted their working rhythm to achieve the same outcomes in 20% less time , while also resulting in more satisfied employees.
• Netflix – Unlimited Vacations: In order to drive their breakneck growth, Netflix reviewed their formal HR policies to see what processes were getting in the way of people doing their best work. They discovered that most bureaucratic processes which slowed down high performing individuals were in place to only handle situations where a low-performance individual would do something wrong. As a result, they scrapped most formal HR policies to free people to work in their own ways to benefit the company, summarised in their “Freedom and Responsibility” culture document, including allowing staff to take as many vacation days as they felt they needed to produce their best work.
• WeWork – Leveraging other companies’ hard assets: WeWork’s business model revolves around providing affordable office rentals for entrepreneurs and companies, fitting a lot of tenants into the same space by offering co-working areas. In order to rapidly deploy new working spaces and attract customers, WeWork started using a system called rental arbitrage, where they would rent commercial space, create a ready-to-use coworking setup, and then rent this space to customers. By not having to spend CAPEX on purchasing the buildings themselves, they were able to rapidly expand with lower overhead.

Netflix allows staff to take unlimited vacation days

4) Process: How you use signature or superior methods to do your work

Process innovations involve the activities and operations that produce an enterprise’s primary offerings. Innovating here requires a dramatic change from “business as usual” that enables the company to use unique capabilities, function efficiently, adapt quickly, and build market–leading margins.

Process innovations often form the core competency of an enterprise, and may include patented or proprietary approaches that yield advantage for years or even decades. Ideally, they are the “special sauce” you use that competitors simply can’t replicate.

• Tesla – Vertically integrated supply chain: Tesla’s electric cars require huge packs of EV batteries, made of thousands of lithium-ion cells. Until recently, the lack of demand for electric vehicles meant that companies had not invested in battery technology development, resulting in prices remaining high and making the cost of cars prohibitively more expensive than their gasoline counterparts. Tesla invested in a massive gigafactory to produce the newest battery packs themselves, and the economies of scale, as well as not paying markups to manufacturers, are estimated to save them 30% of the cost of the batteries.
• Amazon Web Services – opening internal technology to third parties: When Amazon Web Services initially launched in 2006 , it effectively launched the cloud computing market, allowing external companies to not just host webpages but run code and calculations at a fraction of the cost of building their own server network. Since then, Amazon has continued to develop new technology it would use for its own services, such as artificial intelligence, image recognition, machine learning, and natural-language processing, and later make this technology available to their customers.
• AliExpress – Making everyone a Shop Owner: AliExpress is one of the world’s largest eCommerce sites, and serves as a commercial storefront for thousands of Chinese companies, allowing you to purchase everything to phone cases to forklifts. However, AliExpress also allows the platform to handle purchases as listed on external storefronts using a system called drop-shipping, where anyone can set up their own store, sell someone else’s products (but to customers it looks like they are coming from the seller) and then have those manufacturers send the product directly to the customer.

Tesla’s Gigafactory is the world’s largest building

5) Product Performance: How you develop distinguishing features and functionality

Product Performance innovations address the value, features, and quality of a company’s offering. This type of innovation involves both entirely new products as well as updates and line extensions that add substantial value. Too often, people mistake Product Performance for the sum of innovation. It’s certainly important, but it’s always worth remembering that it is only one of the Ten Types of Innovation, and it’s often the easiest for competitors to copy.

Think about any product or feature war you’ve witnessed—whether torque and toughness in trucks, toothbrushes that are easier to hold and use, even with baby strollers. Too quickly, it all devolves into an expensive mad dash to parity. Product Performance innovations that deliver long-term competitive advantage are the exception rather than the rule.

• Gorilla Glass – Changing chemistry to improve smartphone durability: Gorilla Glass by Corning was listed as one of the original Ten Types by becoming scratch resistant. I have included it again for how it has changed the properties of its glass based on customer feedback each year. In 2016, version 5 of the glass was designed to resist shattering when dropped from 5+ feet, dubbed “selfie height” drops. However, after discussing what properties their customers wanted, by 2018 version 6 was no longer trying to resist shattering when dropped from a height once, instead the chemistry and manufacturing process had been changed to make it resistant to cracking after 15 drops from a lower height (1 meter, or a “fumble drop from your pocket”). I love this example of innovation as the product performance doesn’t just try to become “ better ” by resisting one drop from a higher height than last year, instead figuring out what really matters to customers and delivering that.
• Raspberry Pi – full PC for $35: The original Rasperbby Pi was developed by a UK charity to make a simple yet expandable computer which was affordable enough for everyone. Their credit-card sized PC may look bare-bones (it comes without a case and is effectively an exposed circuit board), yet it contains everything which someone needs to run a Linux operating system, learn to program and even connect it with external sensors and peripherals to make all manner of machines. The latest version 4 is now powerful enough to serve as a dedicated PC, all for a price so low you can give it to a child to tinker with without fear of it being broken.
• Lush Cosmetics – Removing what people don’t want anymore: As people become more aware of their impact on the environment, customers are demanding that customers do more to reduce the amount of plastic packaging their products use which could end up in landfill or the ocean. Lush Cosmetics was an early pioneer in bringing packaging-free cosmetics to scale, offering some of their packaging-free products like shampoo bars and soaps in dedicated packaging-free stores .

Giving children a cheap PC like the Raspberry Pi to learn and experiment on

6) Product System: How you create complementary products and services

Product System innovations are rooted in how individual products and services connect or bundle together to create a robust and scalable system. This is fostered through interoperability, modularity, integration, and other ways of creating valuable connections between otherwise distinct and disparate offerings. Product System innovations help you build ecosystems that captivate and delight customers and defend against competitors.

• Ryobi – One battery to rule them all: While handheld tools have had rechargeable batteries for decades now, Ryobi’s innovation was designing the modular One+ battery which could be used with over 80 different tools. Not only was this convenient for customers who needed fewer batteries overall for multiple uses, it also encouraged someone to buy into the Ryobi tool ecosystem once they had previously purchased one tool and battery set.
• Zapier – making APIs easy: Many web-based applications nowadays have an Application Programming Interface (API) which allows them to share data with other services. However, this often requires complex coding from the developers, and repeated effort to integrate with multiple different APIs. Zapier acts as a middleman for data, providing ready-made actions and API integrations between popular web services, allowing customers to automate certain activities every time a specific event happens.
• Airbnb – Expanding into experiences: Airbnb built their business on allowing everyday people to sell accommodation in their homes to strangers. Now the company has begun offering complementary services to people visiting new places through Experiences . These experiences are also sold by local guides, and allow guests to try things they would otherwise not have known about in addition to staying somewhere new.

Ryobi One+ battery powers multiple different tools

7) Service: How you support and amplify the value of your offerings

Service innovations ensure and enhance the utility, performance, and apparent value of an offering. They make a product easier to try, use, and enjoy; they reveal features and functionality customers might otherwise overlook, and they fix problems and smooth rough patches in the customer journey. Done well, they elevate even bland and average products into compelling experiences that customers come back for again and again.

• Kroger – Smartphone grocery scanning: US retail giant Kroger has been trialing a new smartphone app which allows shoppers to scan items as they shop, and then skip checking out altogether. Using the Scan, Bag, Go app, a customer will scan each item as they pick them up and place them into whatever bag they want, and once they are done, they can simply pay using the app and leave. This prevents shoppers having to wait in checkout lines and gives them an overview of their running total as they go, and also allows the supermarket to entice shoppers by sending coupons and offers directly to them.
• PurpleBricks – bringing real estate online: Estate Agents have a poor reputation for treating both sellers and buyers, especially for the amount they charge relative to the service they provide. PurpleBricks was one of the first online-only estate agents , where they could charge a significantly lower fee if the seller chose to complete some of the service processes themselves, such as showing the home to potential buyers. The firm can provide additional services for additional charges.
• Meituan Dianping – providing one app for all the services you want: As Fast Company’s 2019 Most Innovative company , Meituan Dianping provides a platform for Chinese consumers to purchase a variety of services. Known as a transactional super-app, you can use the app to book and pay for food delivery, travel, movie tickets and more from over 5 million Chinese small and large merchants.

Scan your own groceries with the Scan-Bag-Go app

8) Channel: How you deliver your offerings to customers and users

Channel innovations encompass all the ways that you connect your company’s offerings with your customers and users. While e-commerce has emerged as a dominant force in recent years, traditional channels such as physical stores are still important — particularly when it comes to creating immersive experiences.

Skilled innovators in this type often find multiple but complementary ways to bring their products and services to customers. Their goal is to ensure that users can buy what they want, when and how they want it, with minimal friction and cost and maximum delight.

• Dollar Shave Club – Direct to your door: Razor Blades have always been high-margin products, and Gillette was one of the original innovators by giving away the razor handle to make money on the subsequent razor blade sales. Dollar Shave Club has taken a different approach, by reducing the cost of each set of blades, but having people join a subscription service where blades are delivered to them automatically. While the margin on each set of blades is lower than retail, the subscription model has provided steady, predictable revenue for the company, to the extend that subscription boxes can now be found for almost any consumable product.
• Zipline – Blood Delivery for remote areas: In hospital settings, getting fresh blood can a matter of life and death. Unfortunately, many Sub-Sharan African countries don’t have road infrastructure suitable for quickly delivering blood between hospitals or storage locations. This is why Zipline has developed a simple, reliable drone network where hospitals in Rwanda and Ghana can order fresh blood from a central processing area and receive it within an average of 15 minutes, rather than the hours or days it would take using conventional transportation.
• 3D Printers – produce whatever you need at home: Instead of a single company, the industry of 3D printers is slowly beginning to change the way in which consumers get simple tools and parts. By downloading schematics from the internet (or designing their own), people owning a 3D printer now no longer to go to a retail location or order the parts they need. In commercial settings, this is also speeding up how quickly companies are able to prototype new ideas and designs, waiting hours rather than days or weeks.

zipline blood drone innovation

9) Brand: How you represent your offerings and business

Brand innovations help to ensure that customers and users recognize, remember, and prefer your offerings to those of competitors or substitutes. Great ones distill a “promise” that attracts buyers and conveys a distinct identity.

They are typically the result of carefully crafted strategies that are implemented across many touchpoints between your company and your customers, including communications, advertising, service interactions, channel environments, and employee and business partner conduct. Brand innovations can transform commodities into prized products, and confer meaning, intent, and value to your offerings and your enterprise.

• Gillette / Nike – being willing to lose customers who don’t align with purpose: I have combined both Gillette and Nike into this example of brand innovation since they have both recently aligned their brands to a purpose (social and political), which has been positively welcomed by some people but has resulted in hatred from other groups. Nike began by making former NFL Quarterback Colin Kaepernick the face and voice of one of their advertising campaigns. Kaepernick rose in prominence when he refused to stand during the national anthem before his games, his way of protesting the police brutality and inequality towards his African American community. This led to some people claiming he was disrespecting the American Flag, and therefore what the flag stands for. When his advert launched, a vocal minority took to social media to upload videos of themselves saying that Nike no longer aligned with their values, and they burned their shoes, vowing to never buy Nike again. Similarily, Gillette came out with a commercial urging all men to be “The best a man can be”, by pushing aside previously ‘masculine’ traits like bullying, chauvinism or fighting, and showing children how a modern man should behave. As soon as the ad was released online, many media outlets praised its message, but it brought the wrath of angry men who claimed that the razor manufacturer shouldn’t tell them what to think or how to behave, how they would never buy the products again, and how the world was becoming too politically correct, with women and minorities getting preferential treatment over white men. The advert quickly became one of the most disliked videos on Youtube, and even my commentary about the innovative message (seen in the video below) had the comments section covered by hate-filled messages. What both Nike and Gillette realised was that if they wanted to align with positive, progressive messages and values (which align with their target demographic of the future), then they would risk upsetting and alienating the proportion of their current customer base who didn’t share those views. In both cases, these were decisions that would have been signed off by all levels in the company, through marketing, sales, legal and the board, and the brands will be stronger in the future because of it.
• Burberry – modernising a classic brand: Burberry had built its luxury fashion reputation by aligning itself with the British Aristocracy, and its famous chequer patterned fabric was iconic. However, when trying to modernise and make the brand “sexy” in the early 2000s, a misstep happened when the luxury house began to license the chequered fabric, resulting in it becoming a status symbol and desired motif for a different social group: the British “Chavs” (rough, lower class and sometimes aggressive). This poisoned the once iconic brand in the eyes of their intended luxury clientele. In order to survive, the company and brand embraced innovation , by becoming one of the first fashion houses to redesign their website to be mobile-optimised, aligning their store layout to mirror the website, highlighting young British talent and livestreaming content and fashion shows. Most importantly, they moved away from the iconic chequer pattern in their fashion designs, where it is now limited to less than 10% of products.

10) Customer Engagement: How you foster compelling interactions

Customer Engagement innovations are all about understanding the deep-seated aspirations of customers and users, and using those insights to develop meaningful connections between them and your company.

Great Customer Engagement innovations provide broad avenues for exploration and help people find ways to make parts of their lives more memorable, fulfilling, delightful — even magical.

• REI – closing their stores on the busiest shopping day: Outdoor equipment retailer REI had begun closing its doors on Black Friday , traditionally one of the busiest shopping days of the year. They claim they are doing this to Eddie their customers to actually get outdoors and use their equipment, rather than queuing for discounted material goods.
• Peloton – bringing the gym into the home: Many people benefit from going to joint gym classes because the sense of a group working toward is goals together with a coach is more powerful than trying to exercise by yourself. Peloton makes exercise equipment with built-in screens, powered by a subscription to live and on-demand classes. It’s like being part of a workout group with the benefits of being at home.
• NBA – bringing the fans into the action: The NBA had invested heavily in innovation to make their sport more immersive. From live analytics and player statistics, new ways to watch like VR video, and official video game players for each team, they are finding new ways to bring basketball to the next generation, while making it even more exciting for existing fans.

Peloton brings exercise classes into the home

There we go, a new set of 30 examples of the Ten Types of Innovation.

If you found some of these examples interesting, please share the article.

Can you think of any more good examples? Let me know in the comments below.

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great examples! I now feel inspired to innovate in my entrepreneurial project. Thank you ?

Greetings from Mexico

Excellent work!

They’s very interesting. Do you have the solutions of some of recent examples?

My university has taken pretty much everything from here, poorly rephrased a few things and have delivered it to us, the student, as an entire weeks worth of content. Maybe i should be paying my fees here…

Bachelor of business student Australia

Very interesting. Which course was it being used for?

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Top 40 Most Popular Case Studies of 2021

Two cases about Hertz claimed top spots in 2021's Top 40 Most Popular Case Studies

Two cases on the uses of debt and equity at Hertz claimed top spots in the CRDT’s (Case Research and Development Team) 2021 top 40 review of cases.

Hertz (A) took the top spot. The case details the financial structure of the rental car company through the end of 2019. Hertz (B), which ranked third in CRDT’s list, describes the company’s struggles during the early part of the COVID pandemic and its eventual need to enter Chapter 11 bankruptcy. 

The success of the Hertz cases was unprecedented for the top 40 list. Usually, cases take a number of years to gain popularity, but the Hertz cases claimed top spots in their first year of release. Hertz (A) also became the first ‘cooked’ case to top the annual review, as all of the other winners had been web-based ‘raw’ cases.

Besides introducing students to the complicated financing required to maintain an enormous fleet of cars, the Hertz cases also expanded the diversity of case protagonists. Kathyrn Marinello was the CEO of Hertz during this period and the CFO, Jamere Jackson is black.

Sandwiched between the two Hertz cases, Coffee 2016, a perennial best seller, finished second. “Glory, Glory, Man United!” a case about an English football team’s IPO made a surprise move to number four.  Cases on search fund boards, the future of malls,  Norway’s Sovereign Wealth fund, Prodigy Finance, the Mayo Clinic, and Cadbury rounded out the top ten.

Other year-end data for 2021 showed:

• Online “raw” case usage remained steady as compared to 2020 with over 35K users from 170 countries and all 50 U.S. states interacting with 196 cases.
• Fifty four percent of raw case users came from outside the U.S..
• The Yale School of Management (SOM) case study directory pages received over 160K page views from 177 countries with approximately a third originating in India followed by the U.S. and the Philippines.
• Twenty-six of the cases in the list are raw cases.
• A third of the cases feature a woman protagonist.
• Orders for Yale SOM case studies increased by almost 50% compared to 2020.
• The top 40 cases were supervised by 19 different Yale SOM faculty members, several supervising multiple cases.

CRDT compiled the Top 40 list by combining data from its case store, Google Analytics, and other measures of interest and adoption.

All of this year’s Top 40 cases are available for purchase from the Yale Management Media store .

And the Top 40 cases studies of 2021 are:

1.   Hertz Global Holdings (A): Uses of Debt and Equity

2.   Coffee 2016

3.   Hertz Global Holdings (B): Uses of Debt and Equity 2020

4.   Glory, Glory Man United!

5.   Search Fund Company Boards: How CEOs Can Build Boards to Help Them Thrive

6.   The Future of Malls: Was Decline Inevitable?

7.   Strategy for Norway's Pension Fund Global

8.   Prodigy Finance

9.   Design at Mayo

10. Cadbury

11. City Hospital Emergency Room

13. Volkswagen

14. Marina Bay Sands

15. Shake Shack IPO

16. Mastercard

17. Netflix

18. Ant Financial

19. AXA: Creating the New CR Metrics

20. IBM Corporate Service Corps

21. Business Leadership in South Africa's 1994 Reforms

22. Alternative Meat Industry

23. Children's Premier

24. Khalil Tawil and Umi (A)

25. Palm Oil 2016

26. Teach For All: Designing a Global Network

27. What's Next? Search Fund Entrepreneurs Reflect on Life After Exit

28. Searching for a Search Fund Structure: A Student Takes a Tour of Various Options

30. Project Sammaan

31. Commonfund ESG

32. Polaroid

33. Connecticut Green Bank 2018: After the Raid

34. FieldFresh Foods

35. The Alibaba Group

36. 360 State Street: Real Options

37. Herman Miller

38. AgBiome

39. Nathan Cummings Foundation

40. Toyota 2010

Business growth

Marketing tips

16 case study examples (+ 3 templates to make your own)

I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.

Imagine if the guy running your favorite taco truck followed you home so that he could "really dig into how that burrito changed your life." I see the value in the practice. People naturally prefer a tried-and-true burrito just as they prefer tried-and-true products or services.

To help you showcase your success and flesh out your burrito questionnaire, I've put together some case study examples and key takeaways.

What is a case study?

A case study is an in-depth analysis of how your business, product, or service has helped past clients. It can be a document, a webpage, or a slide deck that showcases measurable, real-life results.

For example, if you're a SaaS company, you can analyze your customers' results after a few months of using your product to measure its effectiveness. You can then turn this analysis into a case study that further proves to potential customers what your product can do and how it can help them overcome their challenges.

It changes the narrative from "I promise that we can do X and Y for you" to "Here's what we've done for businesses like yours, and we can do it for you, too."

16 case study examples 

While most case studies follow the same structure, quite a few try to break the mold and create something unique. Some businesses lean heavily on design and presentation, while others pursue a detailed, stat-oriented approach. Some businesses try to mix both.

There's no set formula to follow, but I've found that the best case studies utilize impactful design to engage readers and leverage statistics and case details to drive the point home. A case study typically highlights the companies, the challenges, the solution, and the results. The examples below will help inspire you to do it, too.

1. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Volcanica Coffee and AdRoll

People love a good farm-to-table coffee story, and boy am I one of them. But I've shared this case study with you for more reasons than my love of coffee. I enjoyed this study because it was written as though it was a letter.

In this case study, the founder of Volcanica Coffee talks about the journey from founding the company to personally struggling with learning and applying digital marketing to finding and enlisting AdRoll's services.

It felt more authentic, less about AdRoll showcasing their worth and more like a testimonial from a grateful and appreciative client. After the story, the case study wraps up with successes, milestones, and achievements. Note that quite a few percentages are prominently displayed at the top, providing supporting evidence that backs up an inspiring story.

Takeaway: Highlight your goals and measurable results to draw the reader in and provide concise, easily digestible information.

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This Airtable case study on Taylor Guitars comes as close as one can to an optimal structure. It features a video that represents the artistic nature of the client, highlighting key achievements and dissecting each element of Airtable's influence.

It also supplements each section with a testimonial or quote from the client, using their insights as a catalyst for the case study's narrative. For example, the case study quotes the social media manager and project manager's insights regarding team-wide communication and access before explaining in greater detail.

Takeaway: Highlight pain points your business solves for its client, and explore that influence in greater detail.

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My favorite part of Figma's case study is highlighting why EndeavourX chose its solution. You'll notice an entire section on what Figma does for teams and then specifically for EndeavourX.

It also places a heavy emphasis on numbers and stats. The study, as brief as it is, still manages to pack in a lot of compelling statistics about what's possible with Figma.

Takeaway: Showcase the "how" and "why" of your product's differentiators and how they benefit your customers.

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Zapier's case study leans heavily on design, using graphics to present statistics and goals in a manner that not only remains consistent with the branding but also actively pushes it forward, drawing users' eyes to the information most important to them. 

The graphics, emphasis on branding elements, and cause/effect style tell the story without requiring long, drawn-out copy that risks boring readers. Instead, the cause and effect are concisely portrayed alongside the client company's information for a brief and easily scannable case study.

Takeaway: Lean on design to call attention to the most important elements of your case study, and make sure it stays consistent with your branding.

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In true OpenAI fashion, this case study is a block of text. There's a distinct lack of imagery, but the study features a narrated video walking readers through the product.

The lack of imagery and color may not be the most inviting, but utilizing video format is commendable. It helps thoroughly communicate how OpenAI supported Ironclad in a way that allows the user to sit back, relax, listen, and be impressed. 

Takeaway: Get creative with the media you implement in your case study. Videos can be a very powerful addition when a case study requires more detailed storytelling.

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GitHub's case study on Shopify is a light read. It addresses client pain points and discusses the different aspects its product considers and improves for clients. It touches on workflow issues, internal systems, automation, and security. It does a great job of representing what one company can do with GitHub.

To drive the point home, the case study features colorful quote callouts from the Shopify team, sharing their insights and perspectives on the partnership, the key issues, and how they were addressed.

Takeaway: Leverage quotes to boost the authoritativeness and trustworthiness of your case study. 

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Contentful's case study on Audible features almost every element a case study should. It includes not one but two videos and clearly outlines the challenge, solution, and outcome before diving deeper into what Contentful did for Audible. The language is simple, and the writing is heavy with quotes and personal insights.

This case study is a uniquely original experience. The fact that the companies in question are perhaps two of the most creative brands out there may be the reason. I expected nothing short of a detailed analysis, a compelling story, and video content. 

Takeaway: Inject some brand voice into the case study, and create assets that tell the story for you.

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Asana's case study on Zoom is longer than the average piece and features detailed data on Zoom's growth since 2020. Instead of relying on imagery and graphics, it features several quotes and testimonials. 

It's designed to be direct, informative, and promotional. At some point, the case study reads more like a feature list. There were a few sections that felt a tad too promotional for my liking, but to each their own burrito.

Takeaway: Maintain a balance between promotional and informative. You want to showcase the high-level goals your product helped achieve without losing the reader.

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I've always been a fan of Mailchimp's comic-like branding, and this case study does an excellent job of sticking to their tradition of making information easy to understand, casual, and inviting.

It features a short video that briefly covers Hickies as a company and Mailchimp's efforts to serve its needs for customer relationships and education processes. Overall, this case study is a concise overview of the partnership that manages to convey success data and tell a story at the same time. What sets it apart is that it does so in a uniquely colorful and brand-consistent manner.

Takeaway: Be concise to provide as much value in as little text as possible.

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The gaming industry is notoriously difficult to recruit for, as it requires a very specific set of skills and experience. This case study focuses on how Workday was able to help fill that recruitment gap for NVIDIA, one of the biggest names in the gaming world.

Though it doesn't feature videos or graphics, this case study stood out to me in how it structures information like "key products used" to give readers insight into which tools helped achieve these results.

Takeaway: If your company offers multiple products or services, outline exactly which ones were involved in your case study, so readers can assess each tool.

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I'm personally not a big KFC fan, but that's only because I refuse to eat out of a bucket. My aversion to the bucket format aside, Contentful follows its consistent case study format in this one, outlining challenges, solutions, and outcomes before diving into the nitty-gritty details of the project.

Say what you will about KFC, but their primary product (chicken) does present a unique opportunity for wordplay like "Continuing to march to the beat of a digital-first drum(stick)" or "Delivering deep-fried goodness to every channel."

Takeaway: Inject humor into your case study if there's room for it and if it fits your brand. 

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Twilio does an excellent job of delivering achievements at the very beginning of the case study and going into detail in this two-minute read. While there aren't many graphics, the way quotes from the Intuit team are implemented adds a certain flair to the study and breaks up the sections nicely.

It's simple, concise, and manages to fit a lot of information in easily digestible sections.

Takeaway: Make sure each section is long enough to inform but brief enough to avoid boring readers. Break down information for each section, and don't go into so much detail that you lose the reader halfway through.

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Salesforce created a video that accurately summarizes the key points of the case study. Beyond that, the page itself is very light on content, and sections are as short as one paragraph.

I especially like how information is broken down into "What you need to know," "Why it matters," and "What the difference looks like." I'm not ashamed of being spoon-fed information. When it's structured so well and so simply, it makes for an entertaining read.

14. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Benchling and Airtable

Benchling is an impressive entity in its own right. Biotech R&D and health care nuances go right over my head. But the research and digging I've been doing in the name of these burritos (case studies) revealed that these products are immensely complex. 

And that's precisely why this case study deserves a read—it succeeds at explaining a complex project that readers outside the industry wouldn't know much about.

Takeaway: Simplify complex information, and walk readers through the company's operations and how your business helped streamline them.

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The concision of this case study is refreshing. It features two sections—the challenge and the solution—all in 316 words. This goes to show that your case study doesn't necessarily need to be a four-figure investment with video shoots and studio time. 

Sometimes, the message is simple and short enough to convey in a handful of paragraphs.

Takeaway: Consider what you should include instead of what you can include. Assess the time, resources, and effort you're able and willing to invest in a case study, and choose which elements you want to include from there.

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I may be biased, but I'm a big fan of seeing metrics and achievements represented in branded graphics. It can be a jarring experience to navigate a website, then visit a case study page and feel as though you've gone to a completely different website.

The case study is essentially the summary, and the blog article is the detailed analysis that provides context beyond X achievement or Y goal.

Takeaway: Keep your case study concise and informative. Create other resources to provide context under your blog, media or press, and product pages.

3 case study templates

Now that you've had your fill of case studies (if that's possible), I've got just what you need: an infinite number of case studies, which you can create yourself with these case study templates.

Case study template 1

If you've got a quick hit of stats you want to show off, try this template. The opening section gives space for a short summary and three visually appealing stats you can highlight, followed by a headline and body where you can break the case study down more thoroughly. This one's pretty simple, with only sections for solutions and results, but you can easily continue the formatting to add more sections as needed.

Case study template 2

For a case study template with a little more detail, use this one. Opening with a striking cover page for a quick overview, this one goes on to include context, stakeholders, challenges, multiple quote callouts, and quick-hit stats. 

Case study template 3

Whether you want a little structural variation or just like a nice dark green, this template has similar components to the last template but is designed to help tell a story. Move from the client overview through a description of your company before getting to the details of how you fixed said company's problems.

Tips for writing a case study

Examples are all well and good, but you don't learn how to make a burrito just by watching tutorials on YouTube without knowing what any of the ingredients are. You could , but it probably wouldn't be all that good.

Have an objective: Define your objective by identifying the challenge, solution, and results. Assess your work with the client and focus on the most prominent wins. You're speaking to multiple businesses and industries through the case study, so make sure you know what you want to say to them.

Focus on persuasive data: Growth percentages and measurable results are your best friends. Extract your most compelling data and highlight it in your case study.

Use eye-grabbing graphics: Branded design goes a long way in accurately representing your brand and retaining readers as they review the study. Leverage unique and eye-catching graphics to keep readers engaged. 

Simplify data presentation: Some industries are more complex than others, and sometimes, data can be difficult to understand at a glance. Make sure you present your data in the simplest way possible. Make it concise, informative, and easy to understand.

Use automation to drive results for your case study

A case study example is a source of inspiration you can leverage to determine how to best position your brand's work. Find your unique angle, and refine it over time to help your business stand out. Ask anyone: the best burrito in town doesn't just appear at the number one spot. They find their angle (usually the house sauce) and leverage it to stand out.

Case study FAQ

Got your case study template? Great—it's time to gather the team for an awkward semi-vague data collection task. While you do that, here are some case study quick answers for you to skim through while you contemplate what to call your team meeting.

What is an example of a case study?

An example of a case study is when a software company analyzes its results from a client project and creates a webpage, presentation, or document that focuses on high-level results, challenges, and solutions in an attempt to showcase effectiveness and promote the software.

How do you write a case study?

To write a good case study, you should have an objective, identify persuasive and compelling data, leverage graphics, and simplify data. Case studies typically include an analysis of the challenge, solution, and results of the partnership.

What is the format of a case study?

While case studies don't have a set format, they're often portrayed as reports or essays that inform readers about the partnership and its results. 

Related reading:

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Hachem Ramki

Hachem is a writer and digital marketer from Montreal. After graduating with a degree in English, Hachem spent seven years traveling around the world before moving to Canada. When he's not writing, he enjoys Basketball, Dungeons and Dragons, and playing music for friends and family.

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50+ Design Thinking Case Study Examples

Design Thinking Case Studies demonstrate the value of the Design Thinking methodology. They show how this Design Thinking methodology helps creatively solve problems and improve the success rate of innovation and increase collaboration in corporations, education, social impact work and the public sector by focusing on the needs of humans.

There are many Design Thinking Case Study examples on the web, but few meet the criteria for a robust case study: a clear description of the methodology, steps undertaken, experimentation through rapid prototypes and testing with people and finally documented results from the process. In this section, we have been selective about the design thinking case study examples that we highlight. We look for Design Thinking Case Studies that demonstrate how a problem was tackled and wherever possible the results or effect that the project produced. Our goal in curating this section of Design Thinking Case Study examples is quality over quantity.

Browse this page to view all Design Thinking Case Study examples, or if you are looking for Design Thinking Case Studies in a specific industry or marketing vertical, then rather start with the Design Thinking Case Studies Index .

If you have an interesting application of Design Thinking that you have a case study for, we would be happy to publish it.

Submit your Design Thinking Case Study for publication here.

Design Thinking Case Study Index

Welcome to the Design Thinking Case Study Index. There are many Design Thinking Case Studies on the internet. Many are retrofitted descriptions of what occurred, rather than evidence of the Design Thinking process in action. In order to bring a higher standard to the practice of Design Thinking, we require stronger evidence and rigor. Only members can post and must provide strong evidence in the Design Thinking Case Study that the Design Thinking process was used to create the original idea for the product or service solution. The criteria that needs to be proved to make your project a Design Thinking Case Study are:

The Guardian: Benefits of Design Thinking

Design thinking helped The Guardian newspaper and publishing group change their funding model, boost revenue and adapt their culture and engage on an emotional level with their readers. In this case study, Alex Breuer, Executive Creative Director and Tara Herman, Executive Editor, Design explain how design thinking was able to achieve these goals for The Guardian.

Read more...

Tackling the Opioid Crisis at the Human and Systems Levels

How the Lummi Tribal clinic used design to address opioid overdoses

Applying Design Thinking Internally

Applying Design Thinking internally, within a group, community or to ourselves. This is a new application of the Design Thinking Methodology.

An internal application in this sense can have two meanings. First, the internal application of design thinking tactics within a group, organization or community, and second, the internal application of design thinking to one’s own self and life.

Can Design Thinking help you solve your own problems?

The Use of Design Thinking in MNCH Programs, Ghana

Responding to growing interest among designers, global health practitioners, and funders in understanding the potential benefits of applying design thinking methods and tools to solving complex social problems, the Innovations for Maternal, Newborn, and Child Health (MNCH) Initiative (Innovations) developed and piloted innovative interventions to address common barriers to improving the effectiveness of basic MNCH health services in low-resource settings.

Société Générale's Time Tracking Nightmare Solved

In 2017, employees, managers, and partners of Société Générale Global Solution Centre agreed that invoices based on time tracking and project allocation were a chronic and painful challenge.

At SG-GSC, customers were billed for the time each assigned employee worked. The process of collecting the time worked by those employees (HCC) was a complicated and difficult ordeal. It consumed 21 days per month for senior employees. These employees had to navigate different systems, many types of contracts, high staff mobility, and a variety of processes between business lines.

How to Stimulate Innovation in Your Organization With Design Thinking

In this use case the cities of Aalborg and Rotterdam share their findings obtained from design thinking initiatives. This is based on empirical research as part of an evaluation. The use case is written for other professionals in the field of design in public organizations.

One of the main targets of the Interreg NSR project Like! is to create a digital innovative culture in which citizens are engaged, and more inclusive services are build. To reach this the municipalities started several initiatives with design thinking. In these initiatives one of the objectives was to find out how design thinking can help us to develop innovative and inclusive services. To research what design thinking contributed, we evaluated the pilots with participants.

The Impact of Design Thinking on Innovation: A Case Study at Scania IT

Organizational culture represents a crucial factor for the introduction of innovation throughout the organization via Design Thinking and agile way of working. Thus, the organization must establish a culture that encompasses a shared vision with values that create a commitment to learn, experiment and accept failure.

Oral B - Putting the User At the Center of Innovation

Oral B wanted to integrate digital technology into their electric toothbrush. The Brands first thoughts were to help users to track how well they were brushing their teeth. Future Facility, a product design firm in the UK suggested a different approach. Focus on the pain points of electric toothbrush users.

This case study discusses the importance of placing the user at the center of your innovation activities.

Design Thinking at Innogy

eCarSharing:   Energy Solutions for the New Generation

In 2015, Itai Ben-Jacob pitched his own ideas for a viable business model and developed the idea for innogy’s eCarSharing project in a design thinking workshop. His goal was to explore one of innogy’s innovation focus areas, ‘urban mobility.’

Together with fellow innovation hub members he organized a series of design thinking workshops to wade through the expansive topic of urban concepts – one of them focusing on mobility: “ We wanted to understand urban mobility – what does it actually entail? What type of business should we start? “

Building Cape Town’s Resilience Qualities Through Design Thinking.

This case study focuses on a Design Thinking Workshop for primary school learners. The aim of the workshops was to provide learners with a new set of skills which they can employ when problem solving for real world challenges.

Building resilience is essential for cities that face increasing uncertainty and new challenges that threaten the well-being of its citizens. This is especially important when looking at the diversity and complexity of potential shocks and stresses. 

Cape Town’s efforts to build skills in design thinking supports the creation of locally-relevant and innovative solutions that contribute to building resilient individuals and communities in Cape Town.

Designing Waste Out of the Food System

The average American  wastes  enough food each month to feed another person for 19 days. Through a number of projects with The Rockefeller Foundation and other organizations, IDEO designers from across the U.S. devised novel ways to tackle food waste.

B2B Design Thinking: Product Innovation when the User is a Network

When B2B companies talk about user experience, they are really considering the aggregated needs of multiple people and roles in a large ecosystem. But what happens when those objectives are vastly different for every individual?

“Humans don’t stop being humans just because they entered an office building.”

Self-Checkout: Improving Scan Accuracy Through Design

In this unique applied research study, academics and designers partnered with four of ECR’s Retailer members to immerse themselves in the self-checkout experience, understanding from the perspectives of the shopper and self-checkout supervisors, their journey from entry to exit, and their design challenges and frustrations.

Co-designing OTP Bank’s Strategic Plan for Growth

This is an example of accelerating a transformation through co-design. Eighty-two professionals gathered, representing OTP’s whole organization. Together, they were able to achieve months of work in just three days.

OTP Bank Romania (OTP) was at a key turning point in late 2018. The organization was undergoing changes in its leadership team. This new team helped them develop an ambitious goal:

OTP Bank will double its market share in 5 years.

They gathered for two Discovery sessions in December 2018. In these sessions, a carefully selected senior team chose three market segments to focus on. Then they built these segments into Personas.

IDEO: Journey to Mastery

While this is not a case study as such, it sits in our case study section as it is an important piece of information from a consultancy that played a large part in popularizing Design Thinking. In their Journey to Mastery section, IDEO discuss and shine a light on the shortcomings of the design thinking term and how it has been applied. I.e that it is not designing and that just knowing and using the practice does not in itself produce amazing solutions to problems.

It is worth a read to understand some of the nuance that is important to successful design thinking work.

Singapore Government: Building Service Platforms Around Moments in Life

In 2017, the product development team at Singapore’s Government Technology Agency (GovTech) was tasked to develop a tool to consolidate citizen-facing services previously delivered by different government agencies onto a single platform. The initiative, Moments of Life, sought to make it easier for citizens to discover and access relevant services during important changes in their lives by reducing fragmentation and being more anticipatory in the delivery of those services.

Organizing the delivery of services around a citizen’s journey, rather than fitting their delivery to existing processes, required extensive interagency collaboration beyond functional silos.

Mayo Clinic: Design Thinking in Health Care – Case Study

In the early 2000s, Mayo Clinic physician Nicholas LaRusso asked himself a question: if we can test new drugs in clinical trials, can we in a similarly rigorous way test new kinds of doctor-patient interactions?  

Consequently, the Mayo Clinic set up a skunkworks outpatient lab called SPARC. Within 6 years it had grown to an enterprise wide department called the Center for Innovation a dedicated research and design-oriented institute that studies the processes of health care provision, from the initial phone call, to the clinic visit, to the diagnosis and treatment of the problem, to follow-up and preventive care.

Design Thinking and Participation in Switzerland: Lessons Learned from Three Government Case Studies

Olivier Glassey, Jean-Henry Morin, Patrick Genoud, Giorgio Pauletto

This paper examines how design thinking and serious game approaches can be used to support participation.

In these case studies the authors discovered the following results.

Perceived usefulness. Based on informal discussions and debriefing sessions following all workshops, it is clear that the vast majority of workshop participants explicitly stated that both the actual outcome of the workshop and the methods used would significantly contribute to enhancing their performance in their work. Some workshops have actually led to follow up workshops or concrete actions based on the outcome.

Asili: Addressing an Entire Ecosystem of Need in a Rural Community

Design Thinking in HR at Deutche Telekom

Reza Moussavian, a senior HR and IT executive at Deutsch Telekom explains the company's journey and how important Design Thinking is as a business strategy for HR. Reza Moussavian's presentation provides great examples of issues tackled in HR and the results achieved. The presenter claims that there is not a singe issue that Deutche Telekom tackles in HR now that does not start with a Design Thinking methodology.

"Design Thinking solves 5% of our problems." says Reza Moussavian, "What we found out was that the magic was really in the implementation phase. We had to learn how to keep the momentum, the spirit and the fire from the co-creation workshops alive through the long implementation phase. Success is really about technology, transformation and leadership skills."

Design Thinking in Education: Perspectives, Opportunities and Challenges

This very informative article discusses design thinking as a process and mindset for collaboratively finding solutions for wicked problems in a variety of educational settings. Through a systematic literature review the article organizes case studies, reports, theoretical reflections, and other scholarly work to enhance our understanding of the purposes, contexts, benefits, limitations, affordances, constraints, effects and outcomes of design thinking in education.

Specifically, the review pursues four questions:

Design Thinking in the Classroom: What can we do about Bullying?

As children move from kindergarten, through middle school, and to high school, instruction shifts from stories to facts, from speculation to specifics, and imagination fades from focus. Design Thinking provides an alternative model to traditional ways of learning academic content by challenging students to find answers to complex, nuanced problems with multiple solutions and by fostering students’ ability to act as change agents.

Design Thinking is all about building creative confidence — a sense that “I can change the world.” In the Bullies & Bystanders Design Challenge, the students discovered that changing themselves might be even more important.

Following One School District's Approach to Innovation for the 21st Century

In her doctoral paper Loraine Rossi de Campos explores the use of Design Thinking in a school district for a 4-5 grade school.

India: Using ‘Design Thinking’ to Enhance Urban Redevelopment.

The discourse on urban planning and development has evolved over the last century with top-down methods of planning urban spaces giving way to bottom-up approaches that involve residents and other stakeholders in the design process. While the notion of participation and user involvement is considered critical to the design of appropriate and acceptable urban forms, there is no clear consensus in the literature on the methodology to be used to involve users and stakeholders in the design process. In this paper, we propose that the use of ‘Design-Thinking’ – a methodology for Human-Centred Design that is often used in product design and related industries – may be an effective methodology for engaging stakeholders in the urban design domain.

E*Trade: From Idea to Investment in 5 Minutes

Why the Financial Services Sector Should Embrace Design Thinking. Financial institutions need to evolve rapidly or risk disruption at the hands of nimble Fintech start-up companies.

In this article Kunal Vaed, The Street, describes how E*Trade used design thinking to enable the company to help investors get smarter by going from the idea of investing to an investment in 5 minutes.

E*Trade's Adaptive Portfolio service offering provides a good example of the work and results that E*Trade achieved with Design Thinking.

Fidelity Labs: Optimizing near-term savings goals

Thanks to providers like Fidelity, people can rely on easy, convenient systems to stay on track with their retirement savings. But when it comes to saving for important near-term goals (think: vacation, house, or wedding), people tend to be less organized. 

Fidelity Labs tackled this problem and defined the challenge as: "How might we improve the experience of saving for near-term goals? How might we make it easier, faster, and better?"

Design for Action: MassMutual and Intercorp Group

How to use design thinking to make great things actually happen by Tim Brown and Roger L. Martin. In this great HBR article, the authors look at design thinking in Finance with two case studies, one from MassMutual and the other from Intercorp. Group of Peru.

In this article highlighting the development of the acceptance of Design Thinking, they discuss how Design Thinking helps to create the artifact that creates the new solution as well as the intervention/s that brings the artifact to life.

How to Use Design Thinking to Make Great Things Actually Happen

Ever since it became clear that smart design led to the success of many products, companies have been employing it in other areas, from customer experiences, to strategy, to business ecosystems. But as design is used in increasingly complex contexts, a new hurdle has emerged: gaining acceptance (for the new solutions).

4 Design Thinking Case Studies in Healthcare: Nursing

The 4 case studies by Penn Nursing illustrate how nurses can be really powerful collaborators and generators of solutions within Healthcare. The videos describe the main attributes that nurses bring to the problem solving table

Philips: Improving the Patient Experience

Philips Ambient Experience service offers hospitals a way to radically improve the patient experience and results that they can achieve from their CT scanning suites. The best way to understand what it is is to watch this video  and this video  discussing the latest addition to the service. The white paper from Philips is also a good source of information on the Ambient Experience Service.

IBM: Design Thinking Adaptation and Adoption at Scale

How IBM made sense of ‘generic design thinking’ for tens of thousands of people. 

Generic design thinking often faces heavy resistance from influential skeptics, gets misunderstood or not understood at all, or less dire, it gets picked up with an unreflected euphoria and is applied as a “silver bullet” to all kinds of problems and projects (the famous “methodology misfit” we also see with Scrum for example). The big hangover often comes after the first experimentation budgets are expended and at worst a blame game starts.

Design Thinking in Public Engagement: Two Case Studies

Dave Robertson presents two case studies with the British Columbia Government (Canada). One with the Ministry of Transportation discussing their (public servant centered website), the other solving the problem of finding a solution to where to place a power substation.

Dave shows how he was stuck working in the public sector as a consultant and how creativity expressed through the Design Thinking methodology helped him to see a different, more effective way of creating solutions.

Bank of America Helps Customers Keep the Change

How do you encourage new customers to open bank accounts? In 2004, Bank of America used the Design Thinking methodology to look at the problem from a human centered perspective when they assigned design agency IDEO to boost their enrollment numbers: a problem that at the time, lacked any user perspective on why it was so hard for customers to save.

Redesigning The Employment Pass Application in Singapore

The Ministry of Manpower’s Work Pass Division (WPD) used design thinking as a tool to develop better ways to support foreigners who choose Singapore as a destination to live, work and set up businesses. The case reveals: Design thinking can potentially transform the perception and meaning of public service.

The team found out that the service redesign process required a better understanding of the decision points of both users and non-users. This involved taking a closer look at the opportunities and difficulties facing users, including those who had succeeded and failed within it, or had encountered problems or avoided it.

The US Tax Forms Simplification Project

This case concerns one of the earliest attempts by design thinkers at designing a large, complex system. It shows that design approaches in the public sector can look back at a long history. And it reveals how design thinking within the organization must include members of the whole organization in the design process.

Design has a long tradition and a rich history in the public sector. Nearly 40 years ago, when the US Congress passed the Paperwork Reduction Act into law, the Internal Revenue Service (IRS) turned to designers in an effort to implement the new policy and to improve its relationship with taxpayers. 

A Tough Crowd: Using Design Thinking to Help Traditional German Butchers

Between 2004 and 2014, more than 4000 butcher shops were forced to shut down in Germany. When last was the butcher shop redesigned? The process started in the 1990s, as supermarkets became the favored spot for meat-shopping. As if a dramatic loss of market share was not enough, the industry as a whole started suffering from a serious image crisis. It was time to apply design Thinking to the traditional German Butcher Shop.

The initial problem statement read “Create the meat shop 2.0, an up-to-date version of the classic butcher business”. 

IDEO: Using Design Thinking to Create a Better Car

The challenge.

Remove roadblocks that can compromise the in-car experience for the Lincoln car company.

The final product, the Lincoln MKC luxury crossover, is credited with helping the Lincoln brand outpace growth in the luxury segment by more than two-to-one over competitors.

THE OUTCOME

A pop-up studio where IDEO designers helped departments communicate and collaborate more effectively.

Transforming Constructivist Learning into Action: Design Thinking in Education

In an ever changing society of the 21st century, there is a demand to equip students with meta competences going beyond cognitive knowledge. Education, therefore, needs a transition from transferring knowledge to developing individual potentials with the help of constructivist learning. A Scheer, C Noweski,  C Meinel , University of Potsdam, Germany.

Design Thinking is the most effective method of teaching constructivist learning.

Scaling Design Thinking in the Enterprise, a 5 Year Study

During Julie Baher's five years at  Citrix  between 2010 to 2015, she was fortunate to gain first-hand experience leading a transformation in product strategy to a customer-centered approach. It began when several senior executives attended the  design thinking boot camp  at Stanford’s d-school, returning with a new vision for the product development processes. Julie goes into detail about how they scaled up the customer centric methodology across the organizations 8,000 employees.

Developing Environmental Sustainability Strategies

Developing environmental sustainability strategies, the Double Diamond method of LCA and design thinking: a case study from aged care. Journal of Cleaner Production, 85, 67-82. Stephen J. Clune*, Simon Lockrey.

Developing an App for Type II Diabetes

Development and testing of a mobile application to support diabetes self-management for people with newly diagnosed type 2 diabetes: a design thinking case study. Numerous mobile applications have been developed to support diabetes-self-management. However, the majority of these applications lack a theoretical foundation and the involvement of people with diabetes during development. The aim of this study was to develop and test a mobile application (app) supporting diabetes self-management among people with newly diagnosed type 2 diabetes using design thinking. The article was written by Mira Petersen and Nana F. Hempler.

Improving UX in Public Transportation

In this case study the project leaders goal was to  improve the experience of bus users  on Madrid's EMT system by offering a technological solution to  increase the users’ satisfaction with regard to accessibility  during the bus trip as well as when waiting for the bus to arrive.

Transforming Life Insurance through Design Thinking

To some fintechs, non-insurance incumbents, and venture capitalists, the industry’s challenges suggest opportunity. The life insurance value chain is increasingly losing share to these players, who are chipping away at the profit pool. 

How might incumbent life insurers keep pace in today’s fast-moving competitive environment and meet customers’ changing needs?

Deploying the Design Thinking methodology in the insurance sector could be the key to helping save insurance from itself. Here's what McKinsey has to say about design thinking in insurance in their article "Transforming Life Insurance through Design Thinking".

"Better addressing the evolving needs of consumers can help incumbents win their loyalty—and protect against new competitors. 

Bringing Design Thinking to the Insurance World

Pancentric helped  Jelf kick-off a several-year digital transformation journey by getting to know not just their customers better, but their own staff, too. Jelf has dozens of offices around the UK, all with specialties in insuring different kinds of commercial businesses. For our project team trying to determine a roadmap of new developments, there was no easy overview of how each office operated or what the entire customer experience looked like.

The Features of Design Thinking in Fast Moving Consumer Goods Brand Development

This paper investigates what features of design thinking are employed in FMCG brand development via stakeholder interviews in three domains: agencies, companies, and retailers. This paper concludes with suggestions of how design thinking can be embraced in FMCG brand development.

A Chain of Innovation The Creation of Swiffer

This is a great case study that underlines the complexity of bringing game changing products to market. It helps to provide an understanding of just how much more is needed that a simple five step process of idea generation.

Read more from Continuum , the Design Firm responsible for the Swiffer

The Guardian: Using Design to Reaffirm Values

The Guardian's redesign, which launched in January 2018, illustrated the business impact when design is valued. The Guardian has a strong culture of design and increasingly, how design thinking can contribute to organizational change and development.

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My Starbucks Idea: An Open Innovation Case Study

Since opening its first store back in 1996, the Seattle-based coffee behemoth now includes almost 30,000 coffee shops around the world and is valued at a staggering $30 billion . A strong commitment to open innovation has helped to drive this incredible growth.

This zest for open innovation led to the "My Starbucks Idea" platform, a customer participation experiment. Now that the company has retired this platform after nearly ten years, we thought it would be a good opportunity to look back and ask a few questions.

So, what can a case study of the "My Starbucks Idea" platform tell us about open innovation? What were the benefits to Starbucks from managing this platform, and how can other businesses take advantage of these benefits?

Pour yourself a little cold brew, and we’ll show you how it all came together.

How did they do it?

As a company, Starbucks has always placed a lot of value on refining its products and procedures following customer feedback. In the company’s earliest years, this was reflected in simple systems like suggestion boxes and customer surveys.

In 2008, however, founder Howard Schultz launched the open innovation platform "My Starbucks Idea". This platform encouraged customers and fans to share their ideas and suggestions for how to make the company’s beloved products even better.

“We need to put ourselves in the shoes of our customers,” Schultz said at the time . “That is my new battle cry. Live and breathe Starbucks the way our customers do.”

As it turns out, the as-yet undecided 2020 Presidential candidate was on to something. Starbucks customers had a real thirst to share their ideas: over the first five years of operation, the platform received over 150,000 ideas, and the company put hundreds of them to use.

The format was simple. All customers had to do was create a profile, write (and categorize) their suggestion, and submit it for others to comment on. If the idea gathered enough steam, or if the Starbucks administrators liked the looks of it, it could then be adopted by the company.

Plenty of companies crowdsource product ideas via customers. So, what made "My Starbucks Idea" unique?

What made "My Starbucks Idea" unique?

"My Starbucks Idea" was a lot more than just a fancy suggestion box.

To help encourage a community of fans, Starbucks enabled users to vote and comment on ideas they liked. There was also a public leaderboard showing the most dedicated fans, as well as those with the most popular ideas.

Users could also see profiles for the Starbucks ‘Idea Partners’ - the company representatives tasked with managing and monitoring online discussion and working with customers on their suggestions. This helped put a human face on the company.

This blend of open innovation, customer co-creation, and fan community site proved immensely popular. Not only did it create a lot of great product innovations for Starbucks, but it also helped to drive increased customer loyalty.

Through actively managing the "My Starbucks Idea" platform, Starbucks engaged customers, making them feel they were being listened to. By rolling out fan-driven ideas like cake pops and pumpkin spice lattes, Starbucks created greater product diversity.

In June 2018, after almost a decade, the company retired the "My Starbucks Idea" platform. Starbucks still encourages its customers and fans to submit their suggestions for new products on Twitter , of course, as well as via its website .

Now, let’s dig into the detail a little more. What were the results of the "My Starbucks Idea" platform, and what can these results tell us about customer-driven innovation?

Cake pops and pumpkin spice: the results of "My Starbucks Idea"

By paying attention to customer preferences, Starbucks was able to hold its spot as the market leader, even in a rapidly changing industry like the food and beverage sector.

The "My Starbucks Idea" concept was based on a core belief: customers know what they want.

The company’s commitment to this concept led to fans submitting over 150,000 ideas, of which hundreds were adopted. And these weren’t just run-of-the-mill suggestions, either - they include fan favorites like hazelnut macchiatos.

More than just receiving product suggestions, however, the platform also led to suggestions around process improvements, including finessing Starbucks’ mobile payment systems and offering free Wi-Fi.

For a better overview of the range of innovations submitted through the "My Starbucks Idea" platform, check out the following infographic, published in 2013:

These examples demonstrate the value of open innovation. By handing power over to customers, and by giving them an incentive to participate by recognizing their ideas, Starbucks was able to channel a lot of crowd creativity.

So, it’s clear that the "My Starbucks Idea" platform led to a huge amount of valuable product innovation. But beyond just suggesting new drink flavors, what were the wider benefits of this experiment?

What were the benefits for Starbucks?

First, there’s the obvious benefit: empowering customers to make suggestions for product improvements meant that Starbucks had access to new, and potentially very valuable, ideas. Many of these were things that would only have occurred to dedicated customers.

The "My Starbucks Idea" platform created significant benefits for Starbucks.

Besides the simple value of these ideas, however, the platform also helped generate a lot of media attention and free advertising. By encouraging die-hard fans to engage online, Starbucks created a new way to market their products to their most valuable customer segment.

The platform also served as a market research tool, too. Many thousands of fans signed up to submit their ideas, and in doing so provided the company with demographic information. This allowed Starbucks to build detailed customer profiles.

The benefit didn’t go just one way, though: Starbucks customers also got plenty of value out of the platform. By engaging with the company, customers experienced a greater sense of inclusiveness, with the platform helping to build a real community.

It wasn’t all sunshine and rainbows, however. As significant as the benefits were for both Starbucks and its customers, the "My Starbucks Idea" platform still created a number of risks to be managed.

How did Starbucks manage the risks of open innovation?

As we’ve seen in the examples of General Motors crowdsourcing advertisement suggestions on Twitter, handing the keyboard over to the customer can open a company up for online criticism, and even harassment.

Sometimes, open innovation can be something of a double-edged sword.

For "My Starbucks Idea", this risk was definitely present. Starbucks employees were required to sift through the online ideas and comments on a regular basis to weed out any trolling or abuse , and to prevent the platform from becoming a tool for corporate mockery.

Managing the risks of online abuse and platform misuse took a lot of dedicated resources, requiring an active approach from the company. Despite a strict set of community guidelines, the platform still required a lot of moderating.

But enough about the negative stuff. What can "My Starbucks Idea" tell us as a case study in open innovation, and how can you put these ideas to use in your own business?

How to make open innovation work for you

As we’ve seen in our article on ten companies showing us how to get it right when it comes to customer co-creation, successful open innovation takes careful planning and foresight.

If you want to make open innovation work for you and your customers, you need to:

• Appeal to the intrinsic motivations of your fans and customers
• Set clear limits and guidelines for the exercise
• Encourage and reward different perspectives

Embrace open communication

Let’s take a closer look at these things one by one.

Appeal to intrinsic motivations

Whether it’s a beer fan giving Anheuser-Busch suggestions on their new line of craft lager , or the LEGO community suggesting new toy sets , nobody ever wants to give away a great idea for free. If a product suggestion is valuable, it’s only fair that a company should pay for it.

So, before you ask your customers and fans to put on their thinking hats, give them a reason to participate in the exercise. Whether it’s monetary compensation, public recognition, or a mixture of the two, there should be something on the line if their idea succeeds.

This is something Starbucks got right with its open innovation platform. Not only did fans get the public recognition associated with having their names attached to the ideas, they were also eligible for monetary compensation, too.

Set clear guidelines and limits

Sometimes, a little structure can be a great way to encourage creativity.

Rather than simply asking fans for ideas, "My Starbucks Idea" included guiding categories for suggestions. These included ‘products’, ‘atmosphere & location’, ‘service systems’, and others. These categories helped guide the submissions process and helped stimulate fan creativity.  

Starbucks also set clear community guidelines to help manage online exchanges, too. This not only gave customers a more secure environment in which to share their ideas, it also cut down the amount of work for Starbucks employees managing the site. Win-win!

Encourage different perspectives

The true value of open innovation rests in the ability to encourage customers to share different perspectives on a product or service. After all, you can have the world’s most amazing thinkers on your payroll, but having access to a broad pool of opinions will still get the best ideas.

Starbucks really got this right with "My Starbucks Idea". By actively encouraging and rewarding a range of perspectives and values, the company was able to unlock the innovative potential of a huge number of people, with great results.

If you’re thinking about how to embrace open innovation, make it a priority to encourage people with a range of different perspectives, opinions, and life experience to participate.

When it comes to encouraging innovation , open communication is a must - especially given the rise of company representation on social media platforms like Twitter and Instagram.

Businesses need to engage their customers with transparency, consistency, and, above all else, respect. If open innovation participants feel they’re being listened to, and are getting a trusted source of information, they’re more likely to contribute.

Once again, Starbucks really nailed this with "My Starbucks Idea". By communicating regularly with fans, and providing a clear source of dependable information about the platform, Starbucks was able to build trust and reward fans for their ideas.

For Starbucks, open innovation is much more than just cake pops.

Don't just take it from us - here is Matthew Guiste, one-time Director of Social Media at Starbucks, talking about the value of open innovation for the company.

By unleashing the creative potential of its diverse customer base via the "My Starbucks Idea" platform, Starbucks was able to source valuable new product ideas, engage with their most dedicated fans and gather market information to stay on top of trends.

All it took was a little investment in a web platform, some community guidelines, and a commitment to open communication. That’s a small price to pay for such a valuable tool.

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10 Successful Design Thinking Case Study

Dive into the realm of Successful Design Thinking Case Studies to explore the power of this innovative problem-solving approach. Begin by understanding What is Design Thinking? and then embark on a journey through real-world success stories. Discover valuable lessons learned from these case studies and gain insights into how Design Thinking can transform your approach.

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Design Thinking has emerged as a powerful problem-solving approach that places empathy, creativity, and innovation at the forefront. However, if you are not aware of the power that this approach holds, a Design Thinking Case Study is often used to help people address the complex challenges of this approach with a human-centred perspective. It allows organisations to unlock new opportunities and drive meaningful change. Read this blog on Design Thinking Case Study to learn how it enhances organisation’s growth and gain valuable insights on creative problem-solving.

Table of Contents   

1) What is Design Thinking?

2) Design Thinking process   

3) Successful Design Thinking Case Studies

      a) Airbnb

      b) Apple

      c) Netflix

      d) UberEats

      e) IBM

       f) OralB’s electric toothbrush

      g) IDEO

      h) Tesla

       i) GE Healthcare

       j) Nike

3) Lessons learned from Design Thinking Case Studies

4) Conclusion    

What is Design Thinking ?

Before jumping on Design Thinking Case Study, let’s first understand what it is. Design Thinking is a methodology for problem-solving that prioritises the understanding and addressing of individuals' unique needs.

This human-centric approach is creative and iterative, aiming to find innovative solutions to complex challenges. At its core, Design Thinking fosters empathy, encourages collaboration, and embraces experimentation.

This process revolves around comprehending the world from the user's perspective, identifying problems through this lens, and then generating and refining solutions that cater to these specific needs. Design Thinking places great importance on creativity and out-of-the-box thinking, seeking to break away from conventional problem-solving methods.

It is not confined to the realm of design but can be applied to various domains, from business and technology to healthcare and education. By putting the user or customer at the centre of the problem-solving journey, Design Thinking helps create products, services, and experiences that are more effective, user-friendly, and aligned with the genuine needs of the people they serve.  

Design Thinking process

Design Thinking is a problem-solving and innovation framework that helps individuals and teams create user-centred solutions. This process consists of five key phases that are as follows:  

To initiate the Design Thinking process, the first step is to practice empathy. In order to create products and services that are appealing, it is essential to comprehend the users and their requirements. What are their anticipations regarding the product you are designing? What issues and difficulties are they encountering within this particular context?

During the empathise phase, you spend time observing and engaging with real users. This might involve conducting interviews and seeing how they interact with an existing product. You should pay attention to facial expressions and body language. During the empathise phase in the Design Thinking Process , it's crucial to set aside assumptions and gain first-hand insights to design with real users in mind. That's the essence of Design Thinking.

During the second stage of the Design Thinking process, the goal is to identify the user’s problem. To accomplish this, collect all your observations from the empathise phase and begin to connect the dots.

Ask yourself: What consistent patterns or themes did you notice? What recurring user needs or challenges were identified? After synthesising your findings, you must create a problem statement, also known as a Point Of View (POV) statement, which outlines the issue or challenge you aim to address. By the end of the define stage, you will be able to craft a clear problem statement that will guide you throughout the design process, forming the basis of your ideas and potential solutions.

After completing the first two stages of the Design Thinking process, which involve defining the target users and identifying the problem statement, it is now time to move on to the third stage - ideation. This stage is all about brainstorming and coming up with various ideas and solutions to solve the problem statement. Through ideation, the team can explore different perspectives and possibilities and select the best ideas to move forward with.

During the ideation phase, it is important to create an environment where everyone feels comfortable sharing their ideas without fear of judgment. This phase is all about generating a large quantity of ideas, regardless of feasibility. This is done by encouraging the team to think outside the box and explore new angles. To maximise creativity, ideation sessions are often held in unconventional locations.

It’s time to transform the ideas from stage three into physical or digital prototypes. A prototype is a miniature model of a product or feature, which can be as simple as a paper model or as complex as an interactive digital representation.

During the Prototyping Stage , the primary objective is to transform your ideas into a tangible product that can be tested by actual users. This is crucial in maintaining a user-centric approach, as it enables you to obtain feedback before proceeding to develop the entire product. By doing so, you can ensure that the final design adequately addresses the user's problem and delivers an enjoyable user experience.

During the Design Thinking process, the fifth step involves testing your prototypes by exposing them to real users and evaluating their performance. Throughout this testing phase, you can observe how your target or prospective users engage with your prototype. Additionally, you can gather valuable feedback from your users about their experiences throughout the process.

Based on the feedback received during user testing, you can go back and make improvements to the design. It is important to remember that the Design Thinking process is iterative and non-linear. After the testing phase, it may be necessary to revisit the empathise stage or conduct additional ideation sessions before creating a successful prototype.

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Successful Design Thinking Case Studies  

Now that you have a foundational understanding of Design Thinking, let's explore how some of the world's most successful companies have leveraged this methodology to drive innovation and success:

Case Study 1: Airbnb  

Airbnb’s one of the popular Design Thinking Case Studies that you can aspire from. Airbnb disrupted the traditional hotel industry by applying Design Thinking principles to create a platform that connects travellers with unique accommodations worldwide. The founders of Airbnb, Brian Chesky, Joe Gebbia, and Nathan Blecharczyk, started by identifying a problem: the cost and lack of personalisation in traditional lodging.

They conducted in-depth user research by staying in their own listings and collecting feedback from both hosts and guests. This empathetic approach allowed them to design a platform that not only met the needs of travellers but also empowered hosts to provide personalised experiences. 

Airbnb's intuitive website and mobile app interface, along with its robust review and rating system, instil trust and transparency, making users feel comfortable choosing from a vast array of properties. Furthermore, the "Experiences" feature reflects Airbnb's commitment to immersive travel, allowing users to book unique activities hosted by locals. 

Case Study 2.  Apple    

Apple Inc. has consistently been a pioneer in  Design Thinking, which is evident in its products, such as the iPhone. One of the best Design Thinking Examples from Apple is the development of the iPhone's User Interface (UI). The team at Apple identified the need for a more intuitive and user-friendly smartphone experience. They conducted extensive research and usability testing to understand user behaviours, pain points, and desires.   

The result? A revolutionary touch interface that forever changed the smartphone industry. Apple's relentless focus on the user experience, combined with iterative prototyping and user feedback, exemplifies the power of  Design Thinking in creating groundbreaking products.    

Apple invests heavily in user research to  anticipate what customers want before they even realise it themselves. This empathetic approach to design has led to groundbreaking innovations like the iPhone, iPad, and MacBook, which have redefined the entire industry.  

Case Study 3. Netflix  

Netflix, the global streaming giant, has revolutionised the way people consume entertainment content. A major part of their success can be attributed to their effective use of Design Thinking principles.

What sets Netflix apart is its commitment to understanding its audience on a profound level. Netflix recognised that its success hinged on offering a personalised, enjoyable viewing experience. Through meticulous user research, data analysis, and a culture of innovation, Netflix constantly evolves its platform. Moreover, by gathering insights on viewing habits, content preferences, and even UI, the company tailors its recommendations, search algorithms, and original content to captivate viewers worldwide.

Furthermore, Netflix's iterative approach to Design Thinking allows it to adapt quickly to shifting market dynamics. This agility proved crucial when transitioning from a DVD rental service to a streaming platform. Netflix didn't just lead this revolution; it shaped it by keeping users' desires and behaviours front and centre. Netflix's commitment to Design Thinking has resulted in a highly user-centric platform that keeps subscribers engaged and satisfied, ultimately contributing to its global success.  

Case Study 4. Uber Eats     

Uber Eats, a subsidiary of Uber, has disrupted the food delivery industry by applying Design Thinking principles to enhance user experiences and create a seamless platform for food lovers and restaurants alike.  

One of  UberEats' key innovations lies in its user-centric approach. By conducting in-depth research and understanding the pain points of both consumers and restaurant partners, they crafted a solution that addresses real-world challenges. The user-friendly app offers a wide variety of cuisines, personalised recommendations, and real-time tracking, catering to the diverse preferences of customers.  

Moreover,  UberEats leverages technology and data-driven insights to optimise delivery routes and times, ensuring that hot and fresh food reaches customers promptly. The platform also empowers restaurant owners with tools to efficiently manage orders, track performance, and expand their customer base. 

Case Study  5 . IBM    

IBM is a prime example of a large corporation successfully adopting Design Thinking to drive innovation and transform its business. Historically known for its hardware and software innovations, IBM recognised the need to evolve its approach to remain competitive in the fast-paced technology landscape.   

IBM's Design Thinking journey began with a mission to reinvent its enterprise software solutions. The company transitioned from a product-centric focus to a user-centric one. Instead of solely relying on technical specifications, IBM started by empathising with its customers. They started to understand customer’s pain points, and envisioning solutions that genuinely addressed their needs. 

One of the key elements of IBM's Design Thinking success is its multidisciplinary teams. The company brought together designers, engineers, marketers, and end-users to collaborate throughout the product development cycle. This cross-functional approach encouraged diverse perspectives, fostering creativity and innovation. 

IBM's commitment to Design Thinking is evident in its flagship projects such as Watson, a cognitive computing system, and IBM Design Studios, where Design Thinking principles are deeply embedded into the company's culture. 

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Case Study 6. Oral-B’s electric toothbrush

Oral-B, a prominent brand under the Procter & Gamble umbrella, stands out as a remarkable example of how Design Thinking can be executed in a seemingly everyday product—Electric toothbrushes. By applying the Design Thinking approach, Oral-B has transformed the world of oral hygiene with its electric toothbrushes.  

Oral-B's journey with Design Thinking began by placing the user firmly at the centre of their Product Development process. Through extensive research and user feedback, the company gained invaluable insights into oral care habits, preferences, and pain points. This user-centric approach guided Oral-B in designing electric toothbrushes that not only cleaned teeth more effectively but also made the entire oral care routine more engaging and enjoyable.  

Another of Oral-B's crucial innovations is the integration of innovative technology into their toothbrushes. These devices now come equipped with features like real-time feedback, brushing timers, and even Bluetooth connectivity to sync with mobile apps. By embracing technology and user-centric design, Oral-B effectively transformed the act of brushing teeth into an interactive and informative experience. This has helped users maintain better oral hygiene.  

Oral-B's success story showcases how Design Thinking, combined with a deep understanding of user needs, can lead to significant advancements, ultimately improving both the product and user satisfaction.

Case Study 7. IDEO  

IDEO, a Global Design Consultancy, has been at the forefront of Design Thinking for decades. They have worked on diverse projects, from creating innovative medical devices to redesigning public services.

One of their most notable Design Thinking examples is the development of the "DeepDive" shopping cart for a major retailer. IDEO's team spent weeks observing shoppers, talking to store employees, and prototyping various cart designs. The result was a cart that not only improved the shopping experience but also increased sales. IDEO's human-centred approach, emphasis on empathy, and rapid prototyping techniques demonstrate how Design Thinking can drive innovation and solve real-world problems.   

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Case Study  8 .  Tesla  

Tesla, led by Elon Musk, has redefined the automotive industry by applying Design Thinking to Electric Vehicles (EVs). Musk and his team identified the need for EVs to be not just eco-friendly but also desirable. They focused on designing EVs that are stylish, high-performing, and technologically advanced. Tesla's iterative approach, rapid prototyping, and constant refinement have resulted in groundbreaking EVs like the Model S, Model 3, and Model X.    

From the minimalist interior of their Model S to the autopilot self-driving system, every aspect is meticulously crafted with the end user in mind. The company actively seeks feedback from its user community, often implementing software updates based on customer suggestions. This iterative approach ensures that Tesla vehicles continually evolve to meet and exceed customer expectations .   

Moreover, Tesla's bold vision extends to sustainable energy solutions, exemplified by products like the Powerwall and solar roof tiles. These innovations  showcase Tesla's holistic approach to Design Thinking, addressing not only the automotive industry's challenges but also contributing to a greener, more sustainable future.   

Case Study 9. GE Healthcare 

GE Healthcare is a prominent player in the Healthcare industry, renowned for its relentless commitment to innovation and design excellence. Leveraging Design Thinking principles, GE Healthcare has consistently pushed the boundaries of medical technology, making a significant impact on patient care worldwide.  

One of the key areas where GE Healthcare has excelled is in the development of cutting-edge medical devices and diagnostic solutions. Their dedication to user-centred design has resulted in devices that are not only highly functional but also incredibly intuitive for healthcare professionals to operate. For example, their advanced Medical Imaging equipment, such as MRI and CT scanners, are designed with a focus on patient comfort, safety, and accurate diagnostics. This device reflects the company's dedication to improving healthcare outcomes.  

Moreover, GE Healthcare's commitment to design extends beyond the physical product. They have also ventured into software solutions that facilitate data analysis and Patient Management. Their user-friendly software interfaces and data visualisation tools have empowered healthcare providers to make more informed decisions, enhancing overall patient care and treatment planning.

Case Study 10. Nike 

Nike is a global powerhouse in the athletic apparel and Footwear industry. Nike's journey began with a simple running shoe, but its design-thinking approach transformed it into an iconic brand.

Nike's Design Thinking journey started with a deep understanding of athletes' needs and desires. They engaged in extensive user research, often collaborating with top athletes to gain insights that inform their product innovations. This customer-centric approach allowed Nike to develop ground breaking technologies, such as Nike Air and Flyknit, setting new standards in comfort, performance, and style.

Beyond product innovation, Nike's brand identity itself is a testament to Design Thinking. The iconic Swoosh logo, created by Graphic Designer Carolyn Davidson, epitomises simplicity and timelessness, reflecting the brand's ethos.  

Nike also excels in creating immersive retail experiences, using Design Thinking to craft spaces that engage and inspire customers. Their flagship stores around the world are showcases of innovative design, enhancing the overall brand perception.

Lessons learned from Design Thinking Case Studies

The Design Thinking process, as exemplified by the success stories of IBM, Netflix, Apple, and Nike, offers valuable takeaways for businesses of all sizes and industries. Here are three key lessons to learn from these Case Studies:  

1)   Consider the b ig p icture   

Design Thinking encourages organisations to zoom out and view the big picture. It's not just about solving a specific problem but understanding how that problem fits into the broader context of user needs and market dynamics. By taking a holistic approach, you can identify opportunities for innovation that extend beyond immediate challenges. IBM's example, for instance, involved a comprehensive evaluation of their clients' journeys, leading to more impactful solutions.  

2)  Think t hrough a lternative s olutions   

One of the basic principles of Design Thinking is ideation, which emphasises generating a wide range of creative solutions. Netflix's success in content recommendation, for instance, came from exploring multiple strategies to enhance user experience. When brainstorming ideas and solutions, don't limit yourself to the obvious choices. Encourage diverse perspectives and consider unconventional approaches that may lead to breakthrough innovations.  

3)  Research e ach c ompany’s c ompetitors   

Lastly, researching competitors is essential for staying competitive. Analyse what other companies in your industry are doing, both inside and outside the realm of Design Thinking. Learn from their successes and failures. GE Healthcare, for example, leveraged Design Thinking to improve medical equipment usability, giving them a competitive edge. By researching competitors, you can gain insights that inform your own Design Thinking initiatives and help you stand out in the market.  

Incorporating these takeaways into your approach to Design Thinking can enhance your problem-solving capabilities, foster innovation, and ultimately lead to more successful results.  

Conclusion    

Design Thinking is not limited to a specific industry or problem domain; it is a versatile approach that promotes innovation and problem-solving in various contexts. In this blog, we've examined successful Design Thinking Case Studies from industry giants like IBM, Netflix, Apple, Airbnb, Uber Eats, and Nike. These companies have demonstrated that Design Thinking is a powerful methodology that can drive innovation, enhance user experiences, and lead to exceptional business success.   

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Frequently Asked Questions

Design Thinking Case Studies align with current market demands and user expectations by showcasing practical applications of user-centric problem-solving. These Studies highlight the success of empathetic approaches in meeting evolving customer needs.

By analysing various real-world examples, businesses can derive vital insights into dynamic market trends, creating innovative solutions, and enhancing user experiences. Design Thinking's emphasis on iterative prototyping and collaboration resonates with the contemporary demand for agility and adaptability.

Real-world examples of successful Design Thinking implementations can be found in various sources. For instance, you can explore several Case Study repositories on Design Thinking platforms like IDEO and Design Thinking Institute. Furthermore, you can also look for business publications, such as the Harvard Business Review as well as Fast Company, which often feature articles on successful Design Thinking applications.

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Our Leadership Training blogs covers a range of topics related to Design Thinking, offering valuable resources, best practices, and industry insights. Whether you are a beginner or looking to advance your Design Thinking skills, The Knowledge Academy's diverse courses and informative blogs have you covered.

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The Power of Sustainable Innovation: Real-World Case Studies

Sustainable innovation transforms industries. Companies like Tesla, Unilever, Patagonia, Interface, and Danone prove that profitability and purpose harmonise through eco-friendly strategies, securing a brighter, responsible future.

In an age defined by environmental concerns and heightened social responsibility, the integration of sustainability into business strategies has become paramount. Companies worldwide are embracing the notion that sustainable innovation is not only an ethical obligation but also a source of innovation, competitive advantage, and profitability.

This article will explore real-world case studies of companies that have successfully embedded sustainability into their core business strategies, highlighting their innovative approaches, the challenges they encountered, and the tangible benefits they have reaped in terms of profitability and purpose.

Tesla: Revolutionising the Automotive Industry

When you think of sustainable innovation in the automotive industry, Tesla inevitably comes to mind. Founded in 2003 by Elon Musk, Tesla's vision was to accelerate the world's transition to sustainable energy. The company's groundbreaking electric vehicles (EVs) have disrupted the traditional automotive industry, demonstrating that sustainability can go hand in hand with innovation.

Tesla's innovative approach began with the production of high-performance electric sports cars. These vehicles not only reduced greenhouse gas emissions but also shattered preconceived notions about the capabilities of electric vehicles. The company then expanded its product line to include more affordable models, like the Model 3, making sustainable transportation accessible to a broader audience.

Tesla's challenges included battery technology development, charging infrastructure, and navigating regulatory obstacles. However, their unwavering commitment to sustainability led to groundbreaking solutions. Tesla's Gigafactories manufacture batteries at an unprecedented scale, reducing costs and increasing the range of their vehicles. Their Supercharger network addressed range anxiety, offering fast charging capabilities to EV owners.

The result? Tesla has not only driven the adoption of electric vehicles but has also become one of the most valuable companies in the world, proving that sustainability can be a catalyst for business growth and success.

Unilever: The Sustainable Living Plan

Unilever, a multinational consumer goods company, set a shining example in the realm of sustainability with its Sustainable Living Plan. Unilever recognised early on that its products' environmental and social impacts needed addressing. Their innovative approach was to fully integrate sustainability into their business model, all while striving to double the size of the business.

Unilever's challenges were vast. They had to reassess their entire supply chain, ensuring it met sustainability standards. This involved finding sustainable sources for raw materials, reducing waste, and minimising their carbon footprint. They also set ambitious goals, like helping more than a billion people improve their health and well-being and reducing their environmental impact by half.

To meet these goals, Unilever focused on product innovation. They developed products that were not only environmentally friendly but also addressed social issues. For example, their Lifebuoy soap initiative aimed to improve hygiene in developing countries. They also acquired companies like Ben & Jerry's and Seventh Generation, known for their commitment to sustainability.

Unilever's Sustainable Living Plan not only improved their environmental and social footprint but also bolstered their brand image and bottom line. The company reported that their sustainable brands grew 69% faster than the rest of the business in 2018. This case study exemplifies how integrating sustainability into core business strategies can drive revenue and enhance brand value.

Patagonia: Leading the Way in Ethical Apparel

Patagonia, an outdoor apparel company, has long been a trailblaser in sustainability and ethical business practices. Their commitment to sustainability goes beyond mere lip service – it is ingrained in the company's DNA. Patagonia's innovative approach to sustainability is anchored in the belief that less harm means more good for the world.

One of their most remarkable initiatives is the "Worn Wear" program. This program encourages customers to buy used Patagonia items, repair their old clothing, or trade in used items for store credit. This not only extends the life of their products but also minimises waste and promotes responsible consumption.

Patagonia has also taken a stand against "fast fashion" by encouraging customers to buy fewer, high-quality items that last. Their commitment to environmental responsibility led them to donate 100% of Black Friday sales in 2016 to grassroots environmental organisations, contributing over $10 million.

Challenges faced by Patagonia included navigating the complexities of their supply chain and balancing sustainability with profitability. However, their innovative approach and unwavering commitment to environmental and social responsibility have led to remarkable results. Patagonia's revenue has continued to grow, demonstrating that consumers are increasingly valuing ethical and sustainable brands.

Interface: Sustainability in Carpet Manufacturing

Interface, a global manufacturer of modular carpet, is a prime example of how a company can completely revamp its business strategy to align with sustainability. Their founder, Ray Anderson, underwent a transformative journey when he realised the environmental impact of his business. Interface's innovative approach was to adopt a mission to become the world's first environmentally sustainable and socially responsible company.

Interface's journey was marked by challenges. They had to reimagine their entire production process, making it more sustainable. They introduced innovative technologies like closed-loop recycling, where old carpets are collected, recycled, and used to make new ones. This reduced waste and resource consumption while saving money.

The company also pursued a goal to source 100% of its materials from renewable or recycled sources. Their innovative approach to sourcing led to partnerships with suppliers who shared their sustainability goals. Interface also aimed to achieve zero net emissions, pushing them to invest in renewable energy and reduce their carbon footprint.

The results have been remarkable. Interface has reduced its environmental impact, increased customer loyalty, and improved its bottom line. Their dedication to sustainability has not only paid off in terms of profits but has also solidified their position as a leader in sustainable business practices.

Danone: Nurturing a Sustainable Food System

Danone, a multinational food-products corporation, has undertaken a journey to transform the way they do business, focusing on healthier and more sustainable food products. Their innovative approach is guided by their "One Planet. One Health" vision, which aligns business success with the well-being of people and the planet.

Danone's challenges included transforming their product portfolio to offer healthier options, reducing their carbon emissions, and promoting sustainable agriculture. They've invested in research and development to create healthier, more sustainable food products and have implemented sustainable farming practices.

One of their most notable initiatives is the Danone Ecosystem Fund, which supports local farmers and communities in developing countries, helping them adopt sustainable agricultural practices. This not only improves the livelihoods of farmers but also secures a sustainable supply of raw materials for Danone.

The company's commitment to sustainability has resonated with consumers, making them a preferred choice for those who value healthy, sustainable food products. Their revenue growth is indicative of the profitability of aligning business strategies with sustainability and health.

These real-world case studies underscore the power of sustainable innovation in transforming companies and industries. They demonstrate that integrating sustainability into core business strategies can lead to innovative solutions, increased profitability, and a stronger sense of purpose. By embracing sustainable practices, companies can not only mitigate environmental and social challenges but also thrive in an increasingly conscious and responsible world. The time for sustainable innovation is now, and these case studies provide a compelling roadmap for companies looking to make a positive impact on the world while growing their bottom line.

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Case Studies From the Field of Innovation Management

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Case Study: Hager Group

Discover how Hager Group linked strategy with innovation within HYPE Innovation in our case study. Read now!

Case Study: Fujitsu

Discover how Fujitsu used HYPE Innovation to create a successful approach to co-innovating with their customers in our case study.

Case Study: UCSD

Explore how UC San Diego transitioned from crowdsourcing to collective impact and harnessed collaboration and strategic planning to achieve transformative success.

Case Study: Liberty Global

Learn how Liberty uses HYPE Innovation to fuel its open innovation program in our case study

Case Study: BIC

In this case study find out how BIC uses HYPE Partnering to track interactions with external partners

Case Study: Ricoh

In this case study find out how Ricoh went from suggestion box to idea management platform

Case Study: Airbus

In this case study find out how to create an innovation management utility for the rest of the business.

GELITA AG creates a scalable startup scouting process with HYPE Partnering

Discover how GELITA AG creates a scalable startup scouting process using HYPE Partnering software.

Linklaters: Innovation in the Legal Services Sector

Linklaters uses HYPE software to structure, execute, and implement innovation strategies across 31 countries. Explore how in this deep dive case study.

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A Case Study on High Performance Teams

Innovation Excellence

MAY 15, 2024

New Zealand’s All Blacks GUEST POST from Stefan Lindegaard The New Zealand All Blacks’ rugby team exemplifies high performance through a blend of deep cultural traditions, continuous improvement, and exceptional teamwork.

ICL – Case Study

MARCH 25, 2024

Discover the incredible story of ICL's BIG Internal Innovation Accelerator, powered by Qmarkets idea management software, that is generating hundreds of thousands of dollars of operating income per year for the global leader in the minerals industry.

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• Understanding User Needs and Satisfying Them
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Vancouver Coastal Health Case Study: Generating Ideas to Create Sustainability in Healthcare

JUNE 23, 2021

This IdeaScale case study examines their journey and shows how their idea-sharing efforts led to success. As noted in the case study , after meeting twice, the team decided to go forward with more than 90% of the suggested ideas. Who Is VCH? This was another great way to source more information.

Case Study: Medicins San Frontiers (Doctors Without Borders)

JANUARY 26, 2022

To learn more about how MSF has built a top innovation platform, check out IdeaScale’s case study . By listening to the problems, interacting with them, pitching ideas, and voting and commenting on others, it brings a team already committed to improving the world more closely together.

A Tale of Two Case Studies: Using LLMs in Production

Speaker: Tony Karrer, Ryan Barker, Grant Wiles, Zach Asman, & Mark Pace

We'll walk through two compelling case studies that showcase how AI is reimagining industries and revolutionizing the way we interact with technology. Join our exclusive webinar with top industry visionaries, where we'll explore the latest innovations in Artificial Intelligence and the incredible potential of LLMs.

OUTSIDE-IN [CASE STUDY]

Flying Fish Lab

JULY 25, 2023

The challenge in their case , was turning around a business that was declining and was at risk of being delisted in the near future. The heart of the issue lay with the base value proposition being offered by the category, in which our client was a generic undifferentiated player.

Case Study: Xaxis Teaches Us About Accelerating Careers and Solutions

JANUARY 12, 2022

To learn more about Xaxis, read our company case study . In a competitive, creative industry, innovation often makes a company a market leader. Xaxis has demonstrated just how effective it is and how global open innovation can build a better company.

4 Companies With Jaw-Dropping Innovation Case Studies

PlanBox Innovation

AUGUST 17, 2021

These innovation case studies will uncover a secret weapon that your organization might not be leveraging to its fullest! Innovation Case Study #1: Unbossing the Environment at Novartis. Innovation Case Study #2: Unearthing Innovative Ideas at Anglo American Brazil. Read the Full Story. Read the Full Story.

Design Thinking Case Studies

InnovationTraining.org

AUGUST 1, 2022

Here are a few powerful design thinking case studies to review for yourself: Golden Gate Regional Center. This case study by HBR focuses on the Golden Gate Regional Center (GGRC), an organization that provides services and financial support to people with developmental disabilities in the San Francisco Bay Area.

Reimagined: Building Products with Generative AI

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“Reimagined: Building Products with Generative AI” is an extensive guide for integrating generative AI into product strategy and careers featuring over 150 real-world examples, 30 case studies , and 20+ frameworks, and endorsed by over 20 leading AI and product executives, inventors, entrepreneurs, and researchers.

Co-creation with customers: Liebherr open innovation case study

HYPE Innovation

DECEMBER 11, 2022

If you’re reading this, you’re likely keen to find out more about how to successfully manage your open innovation program. Perhaps you’re looking to try out co-creation innovation with your customers but don’t know where or how to start yet.

PMO Case Study Roundup: Improve Efficiency, Reduce Costs

MAY 9, 2023

In anticipation of International PMO Day, we began curating the stories for this PMO case study roundup several weeks ago. PMO Case Study Examples The following PMO case study examples highlight how Planview products help companies be agile and adaptable while increasing efficiency and contributing to cost reduction.

Newest Published Case Studies!

Michael Roberto

SEPTEMBER 27, 2023

My newest case study and teaching note is now available in the Ivey Case Collection. The case focuses on Viking Cruises and examines their entry into the expedition cruise segment. Great case about the power of making strategic tradeoffs.

CONTROLLED DISRUPTION [CASE STUDY]

AUGUST 23, 2023

How to Stick or Twist? What do you do when things don’t go according to plan? You’re confronted with two options: “stick” to the original plan and keep trying, or “twist” your way forward so that you’ll reach your objective, even if you take a different road. A few years ago, we were faced with exactly such a situation, for a Vaseline project.

How to Package and Price Embedded Analytics

Just by embedding analytics, application owners can charge 24% more for their product. How much value could you add? This framework explains how application enhancements can extend your product offerings. Brought to you by Logi Analytics.

Winpak Case Study: Connecting Employees Across Multiple Continents and Languages

JULY 13, 2021

Download the Winpak case study to read their full story.

How best to use innovation to fight corruption: 2 Case Studies

Idea to Value

DECEMBER 2, 2018

In this article, I want to share two outstanding case studies of innovations which have effectively removed process steps which previously were rife for corrupt activities, in both cases with middlemen skimming profits from people further down the line, without them being aware of it.

APRIL 20, 2022

Creating a sustainable workplace has become a pressing concern for private and public entities alike. Reducing waste and carbon emissions demands new approaches, ideas, and strategies to develop momentum around sustainability, and a custom sustainability plan to fit each organization’s needs.

Tractor Supply Podcast and Case Study

AUGUST 25, 2023

Thank you to Joe Weisenthal and Tracy Alloway for having me on the Bloomberg Odd Lots podcast to talk about my latest HBS case study co-authored with David Ager. The podcast episode is titled, "Why Tractor Supply is One of the Most Interesting Retailers on the Planet"

A PM’s Guide to Forging an Outcome-Driven Product Team

Speaker: Kim Antelo, Transformation Coach

In this webinar, Transformational Coach Kim Antelo will walk through a case study of a healthcare company with lofty OKRs, but with little tie-back to the product performance. The best product teams evaluate themselves not by the quantity or speed with which they release new features, but by how much those features add value.

SNP Case Study Highlights Plan for Creating an Integrated, Global Workforce

APRIL 20, 2021

Product innovation moves companies forward. It helps leaders collaborate to drive change and promote growth. . Business leaders constantly work to define new trends and increase the time it takes to get products out to customers.

Case Study: How ParkMobile Built an Innovation Culture

Carla Johnson

MAY 6, 2021

The post Case Study : How ParkMobile Built an Innovation Culture appeared first on Carla Johnson. A sudden storm hit, and we got drenched in the rain between the garage and the concert venue. Or we’ve been late to an important interview because we couldn’t find a %$*&#! parking spot!

Case Studies on Leadership & Strategy

JUNE 9, 2021

For those working on syllabi for the fall, here is a list of some of the case studies I've published over the past ten years. Boeing 737 MAX: Company Culture and Product Failure : Case study about the decision-making failures that led to two 737 MAX crashes, and the culture that contributed to those poor decisions by company managers.

Case Study: Terrible Customer Experience With My Insurer (+ Recommendations)

Collectivecamp

SEPTEMBER 16, 2020

A case study in what not to do when it comes to customer experience and why the door is wide open for insurance startups looking to disrupt the space by offering significantly better customer service.

Why You Need to Use Case Studies in Sales and Marketing (and How to Start Now)

Case studies are proof of successful client relations and a verifiable product or service. In sales, case studies are crucial pieces of content that can be tailored to prospects' pain points and used throughout the buyer's journey.

Inspiration From the Crowd [CASE STUDY]

NOVEMBER 23, 2022

Crowdsourcing is an excellent way to get inspiration to solve your challenge or sometimes even generate potential solutions. It’s often used to inspire New Product innovation. THE CHALLENGE: Develop a new tissue-based product that will stand out amidst a highly commoditized environment.

Muhammad Ali: A Case Study in Purpose-Driven Decision Making

Harvard Business Review

FEBRUARY 28, 2023

How the sports legend and civil rights icon made decisions throughout his career to leave a lasting impact on the world.

Brick by Brick: A Case Study on LEGO’s Culture of Innovation

DECEMBER 6, 2022

The post Brick by Brick: A Case Study on LEGO’s Culture of Innovation appeared first on Carla Johnson. By being really good at building, and rebuilding, one brick at a time. I’m talking, of course, about LEGO. LEGO wasn’t always an.

Creativity Cards – Case Study

7innovation

MAY 29, 2020

Doloco ltd, a totally new and growing company used Creativity Cards during the company foundation to create branding and starting position for their content and its online placement. Creativity cards were used for: name of the company logo slogan strategy …

Leading Advertising and Analytics Company Outperforms With a Graph Database

Download the case study to learn more! Xandr, a division of AT&T, has built an identity graph that connects information on people, households, and more. The company is using this graph to provide advertisers an ability to deliver commercials more successfully than ever before.

Strategic Thinking Exercise – 17 Questions to Find Innovation Case Studies

BrainZooming

MAY 19, 2016

Our immediate need was to identify potential innovation case studies to discover how other companies and industries are innovating in relevant ways. Strategic Thinking Exercise – 17 Questions to Find Innovation Case Studies . What companies look / behave like ours?

Innovation through Intelligence – Call for case studies

DECEMBER 30, 2016

I'm looking for businesses and organisations who wish to participate via case studies or mini cameos with attendant PR benefits for those enterprises and individuals that contribute.

Planet Fitness Case Study

APRIL 27, 2020

Source: Wikipedia My newest strategy case study , Planet Fitness: No Judgements, No Lunks , is now avaiable in the Harvard Business Publishing catalog. The case was published by the University of Michigan's Davidson Institute).

Marie Curie: A Case Study in Breaking Barriers

NOVEMBER 1, 2022

How did the Nobel laureate plan her time and navigate her life choices to leave a lasting impact on the world?

5 Reasons Leaders Invest in Language Training

Advertiser: Rosetta Stone

In this new case study from Rosetta Stone®, thousands of learners were surveyed about the business impact of learning a new language. It can create international trade, build partnerships, and grow company revenue, but language barriers often stand in the way of such progress.

How 3 Established Brands Unlocked New Growth [Case Study]

AUGUST 16, 2017

One thing that all great expansion case studies have in common is that the brand defined their frame of reference to their own advantage. Read on for an explanation, three notable case studies , and a downloadable eBook pdf. You can do this for your brand, too.

Protected: Case Study: Threat SEQ

AUGUST 3, 2018

The post Protected: Case Study : Threat SEQ appeared first on Taivara. Password Protected. To view this protected post, enter the password below: Password: Submit.

Case Study: Uncovering Hidden Market Opportunity

MARCH 3, 2017

Case Study : Testing for the Perfect Market. Case Study : Uncovering Hidden Market Opportunity. Case Study : Improving Customer Experience and the Bottom Line. Case Study : Digitizing an Industry. Case Study : Building the World’s Largest Performing Arts Ecosystem.

How to Rebuild a Team During a Crisis [A CMOE Case Study]

JULY 14, 2020

Case Study : Shawn. The post How to Rebuild a Team During a Crisis [A CMOE Case Study ] appeared first on CMOE. Helping leadership teams recover after the global pandemic will be no small task. Shawn is considered by many to be a good leader.

How to Achieve Product-Market Fit

Speaker: Dan Olsen - Product Management Trainer and Consultant, Author, and Speaker

Come learn how to turn product management into more of a science than an art to improve your odds of success. December 7, 2023 at 11:00 am PT, 2:00 pm ET, 7:00 pm GMT Use Product Management Today’s webinars to earn professional development hours!

Case Study: Envato Website Redesign

Matthew May

MARCH 1, 2014

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Case Study: Improving Productivity through IIoT Technology

AUGUST 9, 2019

CASE STUDY – IoT Services. Be our next case study . The post Case Study : Improving Productivity through IIoT Technology appeared first on Taivara. Improving Productivity through IIoT Technology. by Taivara , Technology Innovation. Industry: Consumer Packaged Goods. E-mail Address. First Name.

Ten Types of Innovation: 30 new case studies for 2019

JULY 22, 2019

Protected: Case Study: Innovation for Champions

MAY 2, 2018

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The L&D Strategy Roundtable

Speaker: Cara North - Learning & Development Consultant, Speaker, & Researcher | Maggie Quigley - Senior Account Executive for US Market Userlane

In this webinar, Cara North, an L&D researcher and consultant, and Maggie Quigley, an L&D specialist, will address that question, present both successful and unsuccessful case studies , and teach you: Factors that increase L&D costs. Common mistakes made by businesses when executing L&D programs.

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Disruption →

• 21 May 2024
• Cold Call Podcast

The Importance of Trust for Managing through a Crisis

In March 2020, Twiddy & Company, a family-owned vacation rental company known for hospitality rooted in personal interactions, needed to adjust to contactless, remote customer service. With the upcoming vacation season thrown into chaos, President Clark Twiddy had a responsibility to the company’s network of homeowners who rented their homes through the company, to guests who had booked vacations, and to employees who had been recruited by Twiddy’s reputation for treating staff well. Who, if anyone, could he afford to make whole and keep happy? Harvard Business School professor Sandra Sucher, author of the book The Power of Trust: How Companies Build It, Lose It, Regain It, discusses how Twiddy leaned into trust to weather the COVID-19 pandemic in her case, “Twiddy & Company: Trust in a Chaotic Environment.”

• 07 Feb 2022
• Research & Ideas

Digital Transformation: A New Roadmap for Success

Is your company reaping the rewards of digital transformation yet? Linda Hill and colleagues offer seven guiding principles for transformations at any stage—nascent, progressing, or stalled. Open for comment; 0 Comments.

• 31 Jan 2022

Where Can Digital Transformation Take You? Insights from 1,700 Leaders

Digital transformation seems like a journey without end, but many companies are forging ahead. Linda Hill and colleagues reveal six qualities that set digitally mature organizations apart. Open for comment; 0 Comments.

• 04 May 2021

Best Buy: How Human Connection Saved a Failing Retailer

In The Heart of Business, former Best Buy CEO Hubert Joly shares how he revived the ailing electronics chain, offering a guide to leaders facing seemingly insurmountable challenges. Open for comment; 0 Comments.

• 21 Jan 2020

Lessons for Retailers from the Rebirth of Indie Bookstores

Independent bookstores are resurging. Their strategies offer lessons for many disrupted industries to compete against Amazon and other digital retailers, says Ryan Raffaelli. Open for comment; 0 Comments.

• 14 Aug 2019
• Sharpening Your Skills

The Manager's Guide to Leveraging Disruption

Clayton M. Christensen's seminal book, The Innovator's Dilemma, helped ignite the idea of innovative disruption. His Harvard Business School colleagues have been adding to innovation research ever since. Open for comment; 0 Comments.

• 08 Jul 2019

Are Paywalls Saving Newspapers?

Newspapers with reputable brands and unique content are finding success behind paywalls. For most papers, however, the future is not so clear, says Doug J. Chung. Open for comment; 0 Comments.

• 18 Feb 2019

What’s Really Disrupting Business? It’s Not Technology

Technology doesn't drive disruption—customers do. In a new book, marketing professor Thales Teixeira argues that successful disruptors are faster to spot and serve emerging customer needs than larger competitors. Open for comment; 0 Comments.

• 07 Feb 2019

How Big Companies Can Outrun Disruption

Large companies can be easy targets for disruption, but Gary Pisano says there are steps that can keep them ahead of the innovation curve. Rule 1: Don't emulate startup cultures. Open for comment; 0 Comments.

• 20 Dec 2018

Using Fintech to Disrupt Eastern Bank from Within

When Eastern Bank decided to battle a threat from new competitors, it hired a fintech executive to set up Eastern Labs and start innovating. Karen Mills discusses her case study on what happened next. Open for comment; 0 Comments.

• 28 Nov 2018

On Target: Rethinking the Retail Website

Target is one big-brand retailer that seems to have survived and even thrived in the apocalyptic retail landscape. What's its secret? Srikant Datar discusses the company's relentless focus on online data. Open for comment; 0 Comments.

• 20 Apr 2018
• Working Paper Summaries

Executive Education in the Digital Vortex: The Disruption of the Supply Landscape

The competitive landscape of executive education is feeling a tectonic shift even as demand grows for managerial skills. This study maps and analyzes the major providers of executive education programs, including business schools, consultancies, and corporate universities, to better understand and explain the industry’s present and future dynamics.

• 20 Sep 2017

The Three Types of Leaders Who Create Radical Change

Every successful social movement requires three distinct leadership roles: the agitator, the innovator, and the orchestrator, according to institutional change expert Julie Battilana. Open for comment; 0 Comments.

• 02 Mar 2015

Retail Reaches a Tipping Point—Which Stores Will Survive?

Part 1: The new book Retail Revolution: Will Your Brick and Mortar Store Survive? argues that ecommerce is about to deal severe blows to many familiar store-based brands—even including Walmart. Here's how retailers can fight back, according to Rajiv Lal, José Alvarez, and Dan Greenberg. Open for comment; 0 Comments.

• 25 Jul 2011

How Disruptive Innovation is Remaking the University

In The Innovative University, authors Clayton M. Christensen and Henry J. Eyring take Christensen's theory of disruptive innovation to the field of higher education, where new online institutions and learning tools are challenging the future of traditional colleges and universities. Key concepts include: A disruptive innovation brings to market a product or service that isn't as good as the best traditional offerings, but is less expensive and easier to use. Online learning is a disruptive technology that is making colleges and universities reconsider their higher education models. Closed for comment; 0 Comments.

• 05 Apr 2010

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Book publishing is changing before our very eyes, even if the industry itself is fighting the transition with every comma it can muster. Harvard Business School professor Peter Olson, former CEO of Random House, wonders if books themselves may be in jeopardy. Key concepts include: The traditional book publishing and distribution system is under pressure to change to digital e-books. Publishers should consider a strategy of cooperation rather than competition with online retailers. Adding video and other multimedia capabilities will make e-books more attractive in the textbook industry. The fundamental question to be asked in the Internet age is, how popular will books remain? Closed for comment; 0 Comments.

• 24 Apr 2009

Corporate Social Entrepreneurship

Accelerated organizational transformation faces a host of obstacles well-documented in the change management literature. Because corporate social entrepreneurship (CSE) expands the core purpose of corporations and their organizational values, it constitutes fundamental change that can be particularly threatening and resisted. Furthermore, it pushes the corporation's actions more broadly and deeply into the area of social value creation where the firm's experiences and skill sets are less developed. The disruptive social innovations intrinsic to the CSE approach amplify this zone of discomfort. Fortunately, the experiences of innovative companies such as Timberland and Starbucks show how these challenges may be overcome. Key concepts include: Values-based leadership, the synergistic generation of social and economic value, and strategic cross-sector alliances are key ingredients to achieving a sustainably successful business. For companies to move their corporate social responsibility (CSR) activities to the next level, they need to rethink their current approaches to CSR, tapping into the creativity of each individual. Like all entrepreneurship, CSE is about creating disruptive change in the pursuit of new opportunities. It combines the willingness and desire to create joint economic and social value with the entrepreneurial redesign, systems development, and action necessary to carry it out. Closed for comment; 0 Comments.

• 08 Apr 2009

Clayton Christensen on Disrupting Health Care

In The Innovator's Prescription, Clayton Christensen and his coauthors target disruptive innovations that will make health care both more affordable and more effective. From the HBS Alumni Bulletin. Closed for comment; 0 Comments.

• 04 Sep 2007

Jumpstarting Innovation: Using Disruption to Your Advantage

Fostering innovation in a mature company can often seem like a swim upstream—the needs of the existing business often overwhelm attempts to create something new. Harvard Business School professor Lynda M. Applegate shows how one of the forces that threatens established companies can also be a source of salvation: disruptive change. Plus: Innovation worksheets. Key concepts include: Jumpstarting innovation is a critical business imperative. Executives realize that radical change is needed but do not feel equipped to make such change. Disruptions in the business environment allow new entrants or forward-thinking established players to introduce innovations that transform the way companies do business and consumers behave. Disruptive changes that might serve as the source of innovation include technology shifts, new business models, industry dynamics, global opportunities, and regulatory changes. Closed for comment; 0 Comments.

• 15 Sep 2003

The Lessons of New-Market Disruption

Teradyne was successful. Hewlett-Packard was not. Professor Clark Gilbert writes about how two companies had such different results with disruptive innovation. Closed for comment; 0 Comments.

Case study on adoption of new technology for innovation: Perspective of institutional and corporate entrepreneurship

Asia Pacific Journal of Innovation and Entrepreneurship

ISSN : 2398-7812

Article publication date: 7 August 2017

This paper aims at investigating the role of institutional entrepreneurship and corporate entrepreneurship to cope with firm’ impasses by adoption of the new technology ahead of other firms. Also, this paper elucidates the importance of own specific institutional and corporate entrepreneurship created from firm’s norm.

Design/methodology/approach

The utilized research frame is as follows: first, perspective of studies on institutional and corporate entrepreneurship are performed using prior literature and preliminary references; second, analytical research frame was proposed; finally, phase-based cases are conducted so as to identify research objective.

Kumho Tire was the first tire manufacturer in the world to exploit the utilization of radio-frequency identification for passenger carâ’s tire. Kumho Tire takes great satisfaction in lots of failures to develop the cutting edge technology using advanced information and communication technology cultivated by heterogeneous institution and corporate entrepreneurship.

Originality/value

The firm concentrated its resources into building the organization’s communication process and enhancing the quality of its human resources from the early stages of their birth so as to create distinguishable corporate entrepreneurship.

• Corporate entrepreneurship
• Institutional entrepreneurship

Han, J. and Park, C.-m. (2017), "Case study on adoption of new technology for innovation: Perspective of institutional and corporate entrepreneurship", Asia Pacific Journal of Innovation and Entrepreneurship , Vol. 11 No. 2, pp. 144-158. https://doi.org/10.1108/APJIE-08-2017-031

Emerald Publishing Limited

Copyright © 2017, Junghee Han and Chang-min Park.

Published in the Asia Pacific Journal of Innovation and Entrepreneurship . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licenses/by/4.0/legalcode

1. Introduction

Without the entrepreneur, invention and new knowledge possibly have lain dormant in the memory of persons or in the pages of literature. There is a Korean saying, “Even if the beads are too much, they become treasure after sewn”. This implies importance of entrepreneurship. In general, innovativeness and risk-taking are associated with entrepreneurial activity and, more importantly, are considered to be important attributes that impact the implementation of new knowledge pursuing.

Implementation of cutting edge technology ahead of other firms is an important mechanism for firms to achieve competitive advantage ( Capon et al. , 1990 ; D’Aveni, 1994 ). Certainly, new product innovation continues to play a vital role in competitive business environment and is considered to be a key driver of firm performance, especially as a significant form of corporate entrepreneurship ( Srivastava and Lee, 2005 ). Corporate entrepreneurship is critical success factor for a firm’s survival, profitability and growth ( Phan et al. , 2009 ).

The first-mover has identified innovativeness and risk-taking as important attributes of first movers. Lumpkin and Dess (1996) argued that proactiveness is a key entrepreneurial characteristic related to new technology adoption and product. This study aims to investigate the importance of corporate and institutional entrepreneurship through analyzing the K Tire’s first adaptation of Radio-frequency identification (RFID) among the world tire manufactures. Also, this paper can contribute to start ups’ readiness for cultivating of corporate and institutional entrepreneurship from initial stage to grow and survive.

K Tire is the Korean company that, for the first time in the world, applied RFID to manufacturing passenger vehicle tires in 2013. Through such efforts, the company has built an innovation model that utilizes ICTs. The adoption of the technology distinguishes K Tire from other competitors, which usually rely on bar codes. None of the global tire manufacturers have applied the RFID technology to passenger vehicle tires. K Tire’s decision to apply RFID to passenger vehicle tires for the first time in the global tire industry, despite the uncertainties associated with the adoption of innovative technologies, is being lauded as a successful case of innovation. In the global tire market, K Tire belongs to the second tier, rather than the leader group consisting of manufacturers with large market shares. Then, what led K Tire to apply RFID technology to the innovation of its manufacturing process? A company that adopts innovative technologies ahead of others, even if the company is a latecomer, demonstrates its distinguishing characteristics in terms of innovation. As such, this study was motivated by the following questions. With regard to the factors that facilitate innovation, first, what kind of the corporate and institutional situations that make a company more pursue innovation? Second, what are the technological situations? Third, how do the environmental situations affect innovation? A case study offers the benefit of a closer insight into the entrepreneurship frame of a specific company. This study has its frame work rooted in corporate entrepreneurship ( Guth and Ginsberg, 1990 ; Shane and Venkataraman, 2000 ) and institutional entrepreneurship ( Battilana, 2006 ; Fligstein, 1997 ; Rojas, 2010 ). As mentioned, we utilized qualitative research method ( Yin, 2008 ). This paper is structured as follows. Section two presents the literature review, and section three present the methodology and a research case. Four and five presents discussion and conclusions and implications, respectively.

2. Theoretical review and analysis model

RFID technology is to be considered as not high technology; however, it is an entirely cutting edged skills when combined with automotive tire manufacturing. To examine why and how the firm behaves like the first movers, taking incomparable high risks to achieve aims unlike others, we review three kinds of prior literature. As firms move from stage to stage, they have to revamp innovative capabilities to survive and ceaseless stimulate growth.

2.1 Nature of corporate entrepreneurship

Before reviewing the corporate entrepreneurship, it is needed to understand what entrepreneurship is. To more understand the role that entrepreneurship plays in modern economy, one need refer to insights given by Schumpeter (1942) or Kirzner (1997) . Schumpeter suggests that entrepreneurship is an engine of economic growth by utilization of new technologies. He also insists potential for serving to discipline firms in their struggle to survive gale of creative destruction. While Schumper argued principle of entrepreneurship, Kirzner explains the importance of opportunities. The disruptions generated by creative destruction are exploited by individuals who are alert enough to exploit the opportunities that arise ( Kirzner, 1997 ; Shane and Venkataraman, 2000 ).

Commonly all these perspectives on entrepreneurship is an appreciation that the emergence of novelty is not an easy or predictable process. Based on literature review, we note that entrepreneurship is heterogeneous interests and seek “something new” associated with novel outcomes. Considering the literature review, we can observe that entrepreneurship is the belief in individual autonomy and discretion, and a mindset that locates agency in individuals for creating new activities ( Meyer et al. ,1994 ; Jepperson and Meyer, 2001 ).

the firm’s commitment to innovation (including creation and introduction of products, emphasis on R&D investments and commitment to patenting);

the firm’s venturing activities, such as entry into new business fields by sponsoring new ventures and creating new businesses; and

strategic renewal efforts aimed at revitalizing the firm’s ability to compete.

developing innovation an organizational tool;

allowing the employees to propose ideas; and

encouraging and nurturing the new knowledge ( Hisrich, 1986 ; Kuratko, 2007 ).

Consistent with the above stream of research, our paper focuses on a firm’s new adaptation of RFID as a significant form of corporate entrepreneurial activity. Thus, CE refers to the activities a firm undertakes to stimulate innovation and encourage calculated risk taking throughout its operations. Considering prior literature reviews, we propose that corporate entrepreneurship is the process by which individuals inside the organization pursuing opportunities without regards to the resources they control.

If a firm has corporate entrepreneurship, innovation (i.e. transformation of the existing firm, the birth of new business organization and innovation) happens. In sum, corporate entrepreneurship plays a role to pursue to be a first mover from a latecomer by encompassing the three phenomena.

2.2 Institution and institutional entrepreneurship

Most literature regarding entrepreneurship deals with the attribute of individual behavior. More recently, scholars have attended to the wider ecosystem that serves to reinforce risk-taking behavior. Institution and institutional entrepreneurship is one way to look at ecosystem that how individuals and groups attempt to try to become entrepreneurial activities and innovation.

Each organization has original norm and intangible rules. According to the suggestion by Scott (1995) , institutions constrain behavior as a result of processes associated with institutional pillars. The question how actors within the organizations become motivated and enabled to transform the taken-for-granted structures has attracted substantial attention for institutionalist. To understand why some firms are more likely to seek innovation activities despite numerous difficulties and obstacles, we should take look at the institutional entrepreneurship.

the regulative, which induces worker’s action through coercion and formal sanction;

the normative, which induces worker’s action through norms of acceptability and ethics; and

the cognitive, which induces worker’s action through categories and frames by which actors know and interpret their world.

North (1990) defines institutions as the humanly devised constraints that structure human action. Actors within some organization with sufficient resources have intend to look at them an opportunity to realize interests that they value highly ( DiMaggio, 1988 ).

It opened institutional arguments to ideas from the co-evolving entrepreneurship literature ( Aldrich and Fiol, 1994 ; Aldrich and Martinez, 2001 ). The core argument of the institutional entrepreneurship is mechanisms enabling force to motivate for actors to act difficult task based on norm, culture and shared value. The innovation, adopting RFID, a technology not verified in terms of its effectiveness for tires, can be influenced by the institution of the society.

A firm is the organizations. An organization is situated within an institution that has social and economic norms. Opportunity is important for entrepreneurship. The concept of institutional entrepreneurship refer to the activities of worker or actor who have new opportunity to realize interest that they values highly ( DiMaggio, 1988 ). DiMaggio (1988) argues that opportunity for institutional entrepreneurship will be “seen” and “exploited” by within workers and not others depending on their resources and interests respectively.

Despite that ambiguity for success was given, opportunity and motivation for entrepreneurs to act strategically, shape emerging institutional arrangements or standards to their interests ( Fligstein and Mara-Drita, 1996 ; Garud et al. , 2002 ; Hargadon and Douglas, 2001 ; Maguire et al. , 2004 ).

Resource related to opportunity within institutional entrepreneurship include formal or informal authority and power ( Battilana, 2006 ; Rojas, 2010 ). Maguire et al. (2004) suggest legitimacy as an important ingredient related to opportunity for institutional entrepreneurship. Some scholars suggest opportunity resources for institutional entrepreneurship as various aspects. For instance, Marquire and Hardy (2009) show that knowledge and expertise is more crucial resources. Social capital, including market leadership and social network, is importance resource related to opportunity ( Garud et al. , 2002 ; Lawrence et al. , 2005 ; Townley, 2002 ). From a sociological perspective, change associated with entrepreneurship implies deviations from some norm ( Garud and Karnøe, 2003 ).

Institutional entrepreneurship is therefore a concept that reintroduces agency, interests and power into institutional analyses of organizations. Based on the previous discussion, this study defines institution as three processes of network activity; coercion and formal sanction, normative and cognitive, to acquire the external knowledge from adopting common goals and rules inside an organization. It would be an interesting approach to look into a specific company to see whether it is proactive towards adopting ICTs (e.g. RFID) and innovation on the basis of such theoretical background.

2.3. Theoretical analysis frame

Companies innovate themselves in response to the challenges of the ever-changing markets and technologies, so as to ensure their survival and growth ( Tushman and Anderson, 1986 ; Tidd and Bessant, 2009 ; Teece, 2014 ). As illustrated above, to achieve the purpose of this study, the researcher provides the following frames of analyses based on the theoretical background discussed above ( Figure 1 ).

3. Case study

3.1 methodology.

It is a highly complicated and tough task to analyze the long process of innovation at a company. In this paper, we used analytical approach rather than the problem-oriented method because the case is examined to find and understand what has happened and why. It is not necessary to identify problems or suggest solutions. Namely, this paper analyzes that “why K Tire becomes a first mover from a late comer through first adoption of RFID technology for automotive tire manufacture with regards to process and production innovations”.

To study the organizational characteristics such as corporate entrepreneurship, institutional entrepreneurship, innovation process of companies, the qualitative case study is the suitable method. This is because a case study is a useful method when verifying or expanding well-known theories or challenging a specific theory ( Yin, 2008 ). This study seeks to state the frame of analysis established, based on previously established theories through a single case. K Tire was selected as the sample because it is the first global tire manufacturer, first mover to achieve innovation by developing and applying RFID.

The data for the case study were collected as follows. First, this study was conducted from April 2015 to the end of December 2015. Additional expanded data also were collected from September 12 to November 22, 2016, to pursue the goal of this paper. Coauthor worked for K Tire for more than 30 year, and currently serves as the CEO of an affiliate company. As such, we had the most hands-on knowledge and directed data in the process of adoption RFID. This makes this case study a form of participant observation ( Yin, 2008 ). To secure data on institutional entrepreneurship, in-depth interviews were conducted with the vice president of K Tire. The required data were secured using e-mail, and the researchers accepted the interviewees’ demand to keep certain sensitive matters confidential. The interviewees agreed to record the interview sessions. In this way, a 20-min interview data were secured for each interviewee. In addition, apart from the internal data of the subject company, other objective data were obtained by investigating various literatures published through the press.

3.2 Company overview

In September 1960, K Tire was established in South Korea as the name of Samyang Tire. In that time, the domestic automobile industry in Korea was at a primitive stage, as were auto motive parts industries like the tire industry. K Tire products 20 tires a day, depending on manual labor because of our backward technology and shortage of facilities.

The growth of K Tire was astonishment. Despite the 1974 oil shock and difficulties in procuring raw materials, K Tire managed to achieve remarkable growth. In 1976, K Tire became the leader in the tire sector and was listed on the Korea Stock Exchange. Songjung plant II was added in 1977. Receiving the grand prize of the Korea Quality Control Award in 1979, K Tire sharpened its corporate image with the public. The turmoil of political instability and feverish democratization in the 1980s worsened the business environment. K Tire also underwent labor-management struggles but succeeded in straightening out one issue after another. In the meantime, the company chalked up a total output of 50 million tires, broke ground for its Koksung plant and completed its proving ground in preparation for a new takeoff.

In the 1990s, K Tire expanded its research capability and founded technical research centers in the USA and the United Kingdom to establish a global R&D network. It also concentrated its capabilities in securing the foundation as a global brand, by building world-class R&D capabilities and production systems. Even in the 2000s, the company maintained its growth as a global company through continued R&D efforts by securing its production and quality capabilities, supplying tires for new models to Mercedes, Benz, Volkswagen and other global auto manufacturers.

3.3 Implementation of radio-frequency identification technology

RFID is radio-frequency identification technology to recognize stored information by using a magnetic carrier wave. RFID tags can be either passive, active or battery-assisted passive (BAP). An active tag has an on-board battery and periodically transmits its ID signal. A BAP has a small battery on board and is activated when in the presence of an RFID reader. A passive tag is cheaper and smaller because it has no battery; instead, the tag uses the radio energy transmitted by the reader. However, to operate a passive tag, it must be illuminated with a power level roughly a thousand times stronger than for signal transmission. That makes a difference in interference and in exposure to radiation.

an integrated circuit for storing and processing information, modulating and demodulating a radio frequency signal, collecting DC power from the incident reader signal, and other specialized functions; and

an antenna for receiving and transmitting the signal.

capable of recognizing information without contact;

capable of recognizing information regardless of the direction;

capable of reading and saving a large amount of data;

requires less time to recognize information;

can be designed or manufactured in accordance with the system or environmental requirements;

capable of recognizing data unaffected by contamination or the environment;

not easily damaged and cheaper to maintain, compared with the bar code system; and

tags are reusable.

3.3.1 Phase 1. Background of exploitation of radio-frequency identification (2005-2010).

Despite rapid growth of K Tire since 1960, K Tire ranked at the 13th place in the global market (around 2 per cent of the global market share) as of 2012. To enlarge global market share is desperate homework. K Tire was indispensable to develop the discriminated technologies. When bar code system commonly used by the competitors, and the industry leaders, K Tire had a decision for adoption of RFID technology instead of bar code system for tires as a first mover strategy instead of a late comer with regard to manufacture tires for personal vehicle. In fact, K Tire met two kinds of hardship. Among the top 20, the second-tier companies with market shares of 1-2 per cent are immersed in fiercer competitions to advance their ranks. The fierceness of the competition is reflected in the fact that of the companies ranked between the 11th and 20th place, only two maintained their rank from 2013.

With the demand for stricter product quality control and manufacture history tracking expanding among the auto manufacturers, tire manufacturers have come to face the need to change their way of production and logistics management. Furthermore, a tire manufacturer cannot survive if it does not properly respond to the ever stricter and exacting demand for safe passenger vehicle tires of higher quality from customers and auto manufacturers. As mentioned above, K Tire became one of the top 10 companies in the global markets, recording fast growth until the early 2000. During this period, K Tire drew the attention of the global markets with a series of new technologies and innovative technologies through active R&D efforts. Of those new products, innovative products – such as ultra-high-performance tires – led the global markets and spurred the company’s growth. However, into the 2010s, the propriety of the UHP tire technology was gradually lost, and the effect of the innovation grew weaker as the global leading companies stepped forward to take the reign in the markets. Subsequently, K Tire suffered from difficulties across its businesses, owing to the failure to develop follow-up innovative products or market-leading products, as well as the aggressive activities by the company’s hardline labor union. Such difficulties pushed K Tire down to the 13th position in 2014, which sparked the dire need to bring about innovative changes within the company.

3.3.2 Phase 2. Ceaseless endeavor and its failure (2011-2012).

It needs to be lightweight : An RFID tag attached inside a vehicle may adversely affect the weight balance of the tires. A heavier tag has greater adverse impact on the tire performance. Therefore, a tag needs to be as light as possible.

It needs to be durable : Passenger vehicle tires are exposed to extensive bending and stretching, as well as high levels of momentum, which may damage a tag, particularly causing damage to or even loss of the antenna section.

It needs to maintain adhesiveness : Tags are attached on the inner surface, which increase the possibility of the tags falling off from the surface while the vehicle is in motion.

It needs to be resistant to high temperature and high pressure : While going through the tire manufacture process, a tag is exposed to a high temperature of around 200°C and high pressure of around 30 bars. Therefore, a tag should maintain its physical integrity and function at such high pressure and temperature.

It needs to be less costly : A passenger vehicle tire is smaller, and therefore cheaper than truck/bus tires. As a result, an RFID tag places are greater burden on the production cost.

Uncountable tag prototypes, were applied to around 200 test tires in South Korea for actual driving tests. Around 150 prototypes were sent to extremely hot regions overseas for actual driving tests. However, the driving tests revealed damage to the antenna sections of the tags embedded in tires, as the tires reached the end of their wear life. Also, there was separation of the embedded tags from the rubber layers. This confirmed the risk of tire separation, resulting in the failure of the tag development attempt.

3.3.3 Phase 3. Success of adoption RFID (2013-2014).

Despite the numerous difficulties and failures in the course of development, the company ultimately emerged successful, owing to its institutional entrepreneurship and corporate entrepreneurship the government’s support. Owing to the government-led support project, K Tire resumed its RFID development efforts in 2011. This time, the company discarded the idea of the embedded-type tag, which was attempted during the first development. Instead, the company turned to attached-type tag. The initial stages were marked with numerous failures: the size of a tag was large at 20 × 70 mm, which had adverse impact on the rotation balance of the tires, and the attached area was too large, causing the attached sections to fall off as the tire stretched and bent. That was when all personnel from the technical, manufacturing, and logistics department participated in creating ideas to resolve the tag size and adhesiveness issues. Through cooperation across the different departments and repeated tests, K Tire successfully developed its RFID tag by coming up with new methods to minimize the tag size to its current size (9 × 45 mm), maintain adhesiveness and lower the tag price. Finally, K Tire was success the adoption RFID.

3.3.4 Phase 4. Establishment of the manufacture, logistics and marketing tracking system.

Whenever subtle and problematic innovation difficulties arise, every worker and board member moves forward through networking and knowledge sharing within intra and external.

While a bar code is only capable of storing the information on the nationality, manufacturer and category of a product, an RFID tag is capable of storing a far wider scope of information: nationality, manufacturer, category, manufacturing date, machines used, lot number, size, color, quantity, date and place of delivery and recipient. In addition, while the data stored in a bar code cannot be revised or expanded once the code is generated, an RFID tag allows for revisions, additions and removal of data. As for the recognition capability, a bar code recognizes 95per cent of the data at the maximum temperature of 70°C. An RFID tag, on the other hand, recognizes 99.9 per cent of the data at 120°C.

The manufacture and transportation information during the semi-finished product process before the shaping process is stored in the RFID tags, which is attached to the delivery equipment to be provided to the MLMTS;

Logistics Products released from the manufacture process are stored in the warehouses, to be released and transported again to logistics centers inside and outside of South Korea. The RFID tags record the warehousing information, as the products are stored into the warehouses, as well as the release information as the products are released. The information is instantly delivered to the MLMTS;

As a marketing, the RFID tags record the warehousing information of the products supplied and received by sales branches from the logistics centers, as well as the sales information of the products sold to consumers. The information is instantly delivered to the MLMTS; and

As a role of integrative Server, MLM Integrative Server manages the overall information transmitted from the infrastructures for each section (production information, inventory status and release information, product position and inventory information, consumer sales information, etc.).

The MLMTS provides the company with various systemic functions to integrate and manage such information: foolproof against manufacture process errors, manufacture history and quality tracking for each individual product, warehousing/releasing and inventory status control for each process, product position control between processes, real-time warehouse monitoring, release control and history information tracking across products of different sizes, as well as link/control of sales and customer information. To consumers, the system provides convenience services by providing production and quality information of the products, provision of the product history through full tracking in the case of a claim, as well as a tire pressure monitoring system:

“South korea’s K Tire Co. Inc. has begun applying radio-frequency identification (RFID) system tags on: half-finished” tire since June 16. We are now using an IoT based production and distribution integrated management system to apply RFID system on our “half-finished products” the tire maker said, claiming this is a world-first in the industry. The technology will enable K Tire to manage products more efficiently than its competitors, according to the company. RFID allows access to information about a product’s location, storage and release history, as well as its inventory management (London, 22, 2015 Tire Business).

4. Discussions

Originally, aims of RFID adoption for passenger car “half-finished product” is to chase the front runners, Hankook Tire in Korea including global leading companies like Bridgestone, Michaelin and Goodyear. In particular, Hankook Tire, established in 1941 has dominated domestic passenger tire market by using the first mover’s advantage. As a late comer, K Tire needs distinguishable innovation strategy which is RFID adoption for passenger car’s tire, “half-finished product” to overcome shortage of number of distribution channels. Adoption of RFID technology for passenger car’s tire has been known as infeasible methodologies according to explanation by Changmin Park, vice-CTO (chief technology officer) until K Tire’s success.

We lensed success factors as three perspectives; institutional entrepreneurship, corporate entrepreneurship and innovation. First, as a corporate entrepreneurship perspective, adopting innovative technologies having uncertainties accompanies by a certain risk of failure. Corporate entrepreneurship refers to firm’s effort that inculcate and promote innovation and risk taking throughout its operations ( Burgelman, 1983 ; Guth and Ginsberg, 1990 ). K Tire’s success was made possible by overcome the uncountable difficulties based on shared value and norms (e.g. Fligstein and Mara-Drita, 1996 ; Garud et al. , 2002 ; Hargadon and Douglas, 2001 ; Maguire et al. , 2004 ).

An unsuccessful attempt at developing innovative technologies causes direct loss, as well as loss of the opportunity costs. This is why many companies try to avoid risks by adopting or following the leading companies’ technologies or the dominant technologies. Stimulating corporate entrepreneurship requires firms to acquire and use new knowledge to exploit emerging opportunities. This knowledge could be obtained by joining alliances, selectively hiring key personnel, changing the composition or decision-making processes of a company’s board of directors or investing in R&D activities. When the firm uses multiple sources of knowledge ( Branzei and Vertinsky, 2006 ; Thornhill, 2006 ), some of these sources may complement one another, while others may substitute each other ( Zahra and George, 2002 ). Boards also provide managers with appropriate incentives that better align their interests with those of the firm. Given the findings, K Tire seeks new knowledge from external organizations through its discriminative corporate entrepreneurship.

When adopting the RFID system for its passenger vehicle tires, K Tire also had to develop new RFID tags suitable for the specific type of tire. The company’s capabilities were limited by the surrounding conditions, which prevented the application of existing tire RFID tag technologies, such as certain issues with the tire manufacturing process, the characteristic of its tires and the price of RFID tags per tire. Taking risks and confronting challenges are made from board member’s accountability. From the findings, we find that entrepreneurship leadership can be encouraged in case of within the accountability frame work.

Despite its status as a second-tier company, K Tire attempted to adopt the RFID system to its passenger vehicle tires, a feat not achieved even by the leading companies. Thus, the company ultimately built and settled the system through numerous trials and errors. Such success was made possible by the entrepreneurship of K Tire’s management, who took the risk of failure inherent in adopting innovative technologies and confronting challenges head on.

Second, institutional entrepreneurship not only involves the “capacity to imagine alternative possibilities”, it also requires the ability “to contextualize past habits and future projects within the contingencies of the moment” if existing institutions are to be transformed ( Emirbayer and Mische, 1998 ). New technologies, the technical infrastructure, network activities to acquire the new knowledge, learning capabilities, creating a new organization such as Pioneer Lab and new rules to create new technologies are the features. To qualify as institutional entrepreneurs, individuals must break with existing rules and practices associated with the dominant institutional logic(s) and institutionalize the alternative rules, practices or logics they are championing ( Garud and Karnøe, 2003 ; Battilana, 2006 ). K Tire established new organization, “Special lab” to obtain the know technology and information as CEO’s direct sub-committees. Institutional entrepreneurship arise when actors, through their filed position, recognize the opportunity circumstance so called “norms” ( Battilana et al. , 2009 ). To make up the deficit of technologies for RFID, knowledge stream among workers is more needed. Destruction of hierarch ranking system is proxy of the institutional entrepreneurship. Also, K Tire has peculiar norms. Namely, if one requires the further study such as degree course or non-degree course education services, grant systems operated via short screen process. Third, as innovation perspectives, before adopting the RFID system, the majority of K Tire’s researchers insisted that the company use the bar code technology, which had been widely used by the competitors. Such decision was predicated on the prediction that RFID technology would see wider use in the future, as well as the expected effect coming from taking the leading position, with regard to the technology.

Finally, K Tire’s adoption of the RFID technology cannot be understood without government support. The South Korean government has been implementing the “Verification and Dissemination Project for New u-IT Technologies” since 2008. Owing to policy support, K Tire can provide worker with educational service including oversea universities.

5. Conclusions and implications

To cope with various technological impasses, K Tire demonstrated the importance of institutional and corporate entrepreneurship. What a firm pursues more positive act for innovation is a research question.

Unlike firms, K Tire has strongly emphasized IT technology since establishment in 1960. To be promotion, every worker should get certification of IT sectors after recruiting. This has become the firm’s norm. This norm was spontaneously embedded for firm’s culture. K Tire has sought new ICT technology become a first mover. This norm can galvanize to take risk to catch up the first movers in view of institutional entrepreneurship.

That can be cultivated both by corporate entrepreneurship, referred to the activities a firm undertakes to stimulate innovation and encourage calculated risk taking throughout its operations within accountabilities and institutional entrepreneurship, referred to create its own peculiar norm. Contribution of our paper shows both importance of board members of directors in cultivating corporate entrepreneurship and importance of norm and rules in inducing institutional entrepreneurship.

In conclusion, many of them were skeptical about adopting RFID for its passenger vehicle tires at a time when even the global market and technology leaders were not risking such innovation, citing reasons such as risk of failure and development costs. However, enthusiasm and entrepreneurship across the organization towards technical innovation was achieved through the experience of developing leading technologies, as well as the resolve of the company’s management and its institutional entrepreneurship, which resulted in the company’s decision to adopt the RFID technology for small tires, a technology with unverified effects that had not been widely used in the markets. Introduction of new organization which “Special lab” is compelling example of institutional entrepreneurship. Also, to pursue RFID technology, board members unanimously agree to make new organization in the middle of failing and unpredictable success. This decision was possible since K Tire’s cultivated norm which was to boost ICT technologies. In addition, at that time, board of director’s behavior can be explained by corporate entrepreneurship.

From the findings, this paper also suggests importance of firms’ visions or culture from startup stage because they can become a peculiar norm and become firm’s institutional entrepreneurship. In much contemporary research, professionals and experts are identified as key institutional entrepreneurs, who rely on their legitimated claim to authoritative knowledge or particular issue domains. This case study shows that authoritative knowledge by using their peculiar norm, and culture as well as corporate entrepreneurship.

This paper has some limitations. Despite the fact that paper shows various fruitful findings, this study is not free from that our findings are limited to a single exploratory case study. Overcoming such limitation requires securing more samples, including the group of companies that attempt unprecedented innovations across various industries. In this paper, we can’t release all findings through in-depth interview and face-to-face meetings because of promise for preventing the secret tissues.

Nevertheless, the contribution of this study lies in that it shows the importance of corporate entrepreneurship and institutional entrepreneurship for firm’s innovative capabilities to grow ceaselessly.

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Acknowledgements

 This work was supported by 2017 Hongik University Research Fund.

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The Innovation Mindset in Action: 3M Corporation

• Vijay Govindarajan and Srikanth Srinivas

How 3M has consistently powered itself through innovation.

In three recent blog posts we looked at the innovation mindset in individuals, profiling game changers Jerry Buss , Peter Jackson , and Shantha Ragunathan . These three innovators share common qualities, which we call the innovation mindset, a robust framework which can be applied at the micro (individual) as well as macro (organizational) levels: they see and act on opportunities , use “and” thinking to resolve tough dilemmas and break through compromises, and employ their resourcefulness to power through obstacles. Innovators maintain a laser focus on outcomes , avoid getting caught in the activity trap , and proactively “expand the pie” to make an impact. Regardless of where they start, innovators and innovative companies persist till they successfully change the game.

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