Marketing Review — Fall 2008 - (Page 11)

Educational Institutions teaching Design Thinking Hasso Plattner Institute of Design Stanford University www.stanford.edu/group/dschool Institute of Design Illinois Institute of Technology www.id.iit.edu Rotman School of Management University of Toronto www.rotman.utoronto.ca/index.html some ideas for leveraging Design Thinking within your company or organization: • Develop an original Design Thinking initiative that is tailored to the unique structure, operations, goals and objectives of your organization. • Identify the essential business, marketing and sales functions where Design Thinking can be most effectively utilized. • Identify the key individuals who are most likely to be successful in introducing Design Thinking initiatives into your organization at the company, division, or departmental level. • Distribute articles and information about Design Thinking to your staff in order to increase their knowledge and awareness of this technique. • Consider how you can use Design Thinking to stimulate more creative and profitable communications between designers and non-designers in your organization. • Sponsor a Design Thinking seminar or program to enhance awareness of this creative process and to elicit feedback regarding its potential use within your organization. Resources for Business, Design, and Design Thinking Design Thinking by Tim Brown Harvard Business Review, June 2008 harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr Business Week – Innovation & Design www.businessweek.com/innovate Nussbaum on Design (Business Week) www.businessweek.com/innovate/NussbaumOnDesign Design Management Institute Dmi.org Design Thinking Blog (Tim Brown, IDEO) designthinking.ideo.com Design Thinking Digest www.designthinkingdigest.com Tom Peters www.tompeters.com American Institute of Graphic Arts (AIGA) www.aiga.org/content.cfm/design-and-business Gain: AIGA Journal of Business and Design www.aiga.org/content.cfm/gain Industrial Design Society of America (IDSA) www.idsa.org American Institute of Architects www.aia.org Conclusion Driven by digital technologies, emerging markets, and a challenging worldwide economic situation, hospitality, travel and tourism marketing is more fast-paced, internationally-focused, and competitive than ever before. Design Thinking—a proven and effective process for creating new and potentially valuable ideas for products, services, and more—may be just the tool your organization needs to be more successful within this increasingly innovation-based economy. n Don Bender, president of Bender Associates Marketing, has created successful marketing, advertising, and visual identity programs, using both conventional and digital media, for a wide variety of companies and organizations. A dynamic speaker and a trustee of the HSMAI Foundation, he also is the author of “Marketing on the Web: Internet Strategies for Hospitality, Travel & Tourism.” He can be reached at theonlinemarketer@yahoo.com. FALL 2008 • HSMAI MARKETING REVIEW 11 http://www.stanford.edu/group/dschool http://www.id.iit.edu http://www.rotman.utoronto.ca/index.html http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr http://www.businessweek.com/innovate http://www.businessweek.com/innovate/NussbaumOnDesign http://www.Dmi.org http://designthinking.ideo.com http://www.designthinkingdigest.com http://www.tompeters.com http://www.aiga.org/content.cfm/design-and-business http://www.aiga.org/content.cfm/gain http://www.idsa.org http://www.aia.org

Table of Contents Feed for the Digital Edition of Marketing Review — Fall 2008

Marketing Review – Fall 2008 Contents The Online Marketer Success Stories Forecasting Trends Ian Schrager: The Revolutionary Man Leaving No Stone Unturned: The Quest for Ancillary Revenue Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable Effectively Weathering the Ups and Downs of the Economic Cycle Experiments in Podcasting Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand

Marketing Review — Fall 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.