Purpose: The purpose of this paper is to introduce a new strategic management tool – the reverse persona. In doing so, the methods, use and benefits documented from a case study with a global franchisee organization are presented. Design/methodology/approach: This tool was derived from...

"This Research Handbook includes carefully chosen contributions to provide a well-rounded perspective on design thinking. Encouraging debate and development for future research in design conceptualisation, this forward-thinking Handbook raises crucial questions about what design thinking is and...

Purpose In what is going to be an uncertain and rapidly evolving global economic landscape, it is clear that firms will have to become more adaptive and responsive to changes within their marketplace. To do this, businesses will not only need to engage in business model experimentation but also...