{"id":53027,"date":"2019-04-09T00:00:00","date_gmt":"2019-04-09T00:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/fondazione-pirelli\/a-human-centred-approach-to-change\/"},"modified":"2019-05-06T14:52:03","modified_gmt":"2019-05-06T14:52:03","slug":"a-human-centred-approach-to-change","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/uncategorized\/a-human-centred-approach-to-change\/","title":{"rendered":"A human-centred approach to change"},"content":{"rendered":"

An article published in the American Journal of Economics and Business Management tackles the topic of planning customer-focused marketing<\/em><\/p>\n

\u00a0<\/strong><\/p>\n

This method addresses how production is planned and, indeed, how the entire business is built. It is a human-centred approach. The concept of placing people at the centre of a business plan is only a given on the surface, even for businesses looking to grow by following a culture of production that is more than mechanical. We need to spread managerial thinking that is more complex than the approach concerned solely with the bottom line. Proposals like the one in the article entitled \u201cDesign Thinking as a New Method For Solving Marketing Challenges\u201d recently published in the American Journal of Economics and Business Management<\/em> and written by Klepikova Sofya Evgenievna (Siberian State University of Telecommunications and Information Sciences, Novosibirsk, Russia<\/em>), help us understand what needs to be done.<\/p>\n

The article focusses on \u201cdesign thinking\u201d, a method for resolving marketing issues businesses might have to face. The author explains that design thinking is a human-centred process that enables marketing professionals to better understand consumers by focussing on the customer. Design thinking is a five-stage research technique for finding solutions: understand the issue, define the issue, develop ideas to resolve it, create \u201cprototypes\u201d to test the solutions and begin testing, and select the best solution. The end result is that the user not only has an effective product that meets current requirements, but also has a solution to some of life’s biggest problems. The company, for its part, sees a significant improvement in its balance sheet. The critical basis of design thinking consists in the centrality of the customer (internal or external), the smart use of feedback and the firm insistence on creating an open-minded culture that welcomes innovation, other people and external pressures.<\/p>\n

Sofya Evgenievna provides a brief but clear overview of design thinking which, in a short span of pages, provides a useful summary of this planning process. Businesses need to implement it for themselves to find what works and what does not.<\/p>

09\u201d<\/strong><\/p>\n

Klepikova Sofya Evgenievna (Siberian State University of Telecommunications and Information Sciences, Novosibirsk, Russia)<\/p>\n

American Journal of Economics and Business Management<\/em>, Vol. 2, 2019<\/p>","protected":false},"excerpt":{"rendered":"

An article published in the American Journal of Economics and Business Management tackles the topic of planning customer-focused marketing \u00a0 This method addresses how production is planned and, indeed, how the entire business is built. It is a human-centred approach. The concept of placing people at the centre of a business plan is only a […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-53027","post","type-post","status-publish","format-standard","hentry"],"acf":[],"yoast_head":"\nA human-centred approach to change - Fondazione Pirelli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/127.0.0.1\/en\/non-categorizzato\/a-human-centred-approach-to-change\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A human-centred approach to change - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"An article published in the American Journal of Economics and Business Management tackles the topic of planning customer-focused marketing \u00a0 This method addresses how production is planned and, indeed, how the entire business is built. 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