[ إستراتيجية التفكير التصميمي ودورها في تعزيز الميزة التنافسية للمؤسسات الإعلانية ]
Volume 27, Issue 1, August 2019, Pages 146–164
Maysoon Mohamed Qutp1, Samar Hany Abu Donia2, and Eman El-Mohamedy El-Sayed3
1 Professor of Design, Dean of the faculty of Applied Arts, Department of Advertising, Helwan University, Faculty of Applied Arts, Giza, Cairo, Egypt
2 Assistant Professor, Department of Advertising, Helwan University, Faculty of Applied Arts, Giza, Cairo, Egypt
3 Freelance designer, Department of Advertising, Helwan University, Faculty of Applied Arts Giza, Cairo, Egypt
Original language: Arabic
Copyright © 2019 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The research focuses on how to achieve the competitive advantage of the organization through the application of the design thinking in the strategy of the organization because of the effective role of marketing strategies in the economic environment, and the urgent need to ensure the survival of the organization and its continuity Hence, the importance of research is that design thinking is the key to opening up the doors of progress and the cornerstone of economic activity, and the research assumes that the distinctive design has become a competitive advantage of the advertising organization, and that design thinking is a method To resolve the practical and creative design problems that are meant to achieve the best results for future research problem lies in the constant change of tastes and capabilities of consumers, As well as the direction of most of the economies of the countries towards free market mechanizations, the changes and global transformations have created a new situation in what can be considered a new business system whose main character is competition which is considered the main challenge facing modern organizations to occupy a competitive position in the market that qualifies it to outperform its competitors , So the organizations resort to embrace the strategy of design thinking and follow the research descriptive approach to the analysis of the strategy of design thinking to enhance the competitive advantage in Apple Foundation, and the researcher reached a number of results the most important that the strategy of design thinking creates the advantage of And helps to give the best results and carry products to the market faster, and achieve the desired profit.
Author Keywords: competitive strategy, competition, design thinking, design process, economic activity.
Volume 27, Issue 1, August 2019, Pages 146–164
Maysoon Mohamed Qutp1, Samar Hany Abu Donia2, and Eman El-Mohamedy El-Sayed3
1 Professor of Design, Dean of the faculty of Applied Arts, Department of Advertising, Helwan University, Faculty of Applied Arts, Giza, Cairo, Egypt
2 Assistant Professor, Department of Advertising, Helwan University, Faculty of Applied Arts, Giza, Cairo, Egypt
3 Freelance designer, Department of Advertising, Helwan University, Faculty of Applied Arts Giza, Cairo, Egypt
Original language: Arabic
Copyright © 2019 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
The research focuses on how to achieve the competitive advantage of the organization through the application of the design thinking in the strategy of the organization because of the effective role of marketing strategies in the economic environment, and the urgent need to ensure the survival of the organization and its continuity Hence, the importance of research is that design thinking is the key to opening up the doors of progress and the cornerstone of economic activity, and the research assumes that the distinctive design has become a competitive advantage of the advertising organization, and that design thinking is a method To resolve the practical and creative design problems that are meant to achieve the best results for future research problem lies in the constant change of tastes and capabilities of consumers, As well as the direction of most of the economies of the countries towards free market mechanizations, the changes and global transformations have created a new situation in what can be considered a new business system whose main character is competition which is considered the main challenge facing modern organizations to occupy a competitive position in the market that qualifies it to outperform its competitors , So the organizations resort to embrace the strategy of design thinking and follow the research descriptive approach to the analysis of the strategy of design thinking to enhance the competitive advantage in Apple Foundation, and the researcher reached a number of results the most important that the strategy of design thinking creates the advantage of And helps to give the best results and carry products to the market faster, and achieve the desired profit.
Author Keywords: competitive strategy, competition, design thinking, design process, economic activity.
Abstract: (arabic)
عنوان البحث إستراتيجية التفكير التصميمي و دورها في تعزيز الميزة التنافسية للمؤسسات الإعلانية، حيث يركز البحث على كيفية تحقيق ميزة تنافسية للمؤسسة من خلال تطبيق التفكير التصميمي في إستراتيجية المؤسسة ، ذلك نظراً للدور الفعال للإستراتيجيات التسويقية في البيئة الإقتصادية، و الحاجة الماسة إلى ضمان و بقاء المؤسسة و إستمراريتها، ومن هنا جاءت أهمية البحث فالتفكير التصميمي هو أساس التقدم و الركيزة الأساسية في النشاط الإقتصادي، و يفترض البحث أن التصميم المتميز أصبح ميزة تنافسية للمؤسسة الإعلانية، و أن التفكير التصميمي هو منهج للحل العملى و الإبداعى لمشاكل التصميم التي يراد لها أن تحقق نتائج مستقبلية أفضل، فتكمن مشكلة البحث في التغيير المستمر لأذواق و قدرات المستهلكين ، و كذلك إتجاه معظم إقتصاديات الدول نحو ميكانيزمات السوق الحرة، و لقد أفرزت التغيرات و التحولات العالمية و ضعاً جديداً يتمثل فيما يمكن إعتباره نظام أعمال جديد سمته الأساسية هى المنافسة التي تعتبرالتحدي الرئيسي الذى تواجهه المؤسسات المعاصرة ، لإحتلال موقع تنافسي لها في السوق، يؤهلها لأن تتفوق على منافسيها، فلذلك تلجأ المؤسسات إلى إحتضان إستراتيجية التفكير التصميمي، ويتبع البحث المنهج الوصفى لتحليل إستراتيجية التفكير التصميمي في تعزيز الميزة التنافسية في مؤسسة آبل، وتوصلت الباحث لعدد من النتائج أهمها أن إستراتيجية التفكير التصميمي تخلق ميزة تنافسية للمؤسسات الإعلانية و تساهم على إعطاء أفضل النتائج وتحمل المنتجات إلى الأسواق بشكل أسرع، و تحقيق الأرباح المرجوة.
Author Keywords: الإستراتيجية التنافسية، المنافسة، التفكير التصميمي، عملية التصميم، النشاط الإقتصادى.
How to Cite this Article
Maysoon Mohamed Qutp, Samar Hany Abu Donia, and Eman El-Mohamedy El-Sayed, “The strategy of design thinking and its role in enhancing the competitive advantage of advertising organizations,” International Journal of Innovation and Applied Studies, vol. 27, no. 1, pp. 146–164, August 2019.
