The use of design thinking within the brand management discipline : A literature review

Design thinking has been one of the hot topics in the management discourse of the last decade (Kimbell 2011; Shamiyeh 2016). Since Nobel laureate Herbert Simon brought up the concept, the term has been consistently shaped and reshaped, and various applications within diverse management disciplines have been studied. It is surprising that despite its popularity, research in this field is widely regarded as being in its infancy (Jahnke 2013; Hassi/Laasko 2011; Johansson-Skoldberg et al. 2013; Johansson/Woodilla 2010).