The notion of design thinking or ‘design as a state-of-mind’ and its articulation through design orientation implies that true innovation is a company-wide phenomenon and cannot be left to single individuals as a marginalized function within a company. Many innovative companies try to integrate technical performance with an aesthetic vision – which is not to be confused with style – as the driving force of the organization. Based on our findings and analysis, we put forward theoretical propositions that cover various aspects of design orientation.
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