Borrelli, Jacopo (A.A. 2024/2025) Design thinking as a source of competitive advantage: Cellularline and customer-centered innovation. Tesi di Laurea in Corporate strategy, Luiss Guido Carli, relatore Arturo Capasso, pp. 149. [Master's Degree Thesis]

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Abstract/Index

Systematic literature review. Design thinking as a mindset for creativity and innovation. Design thinking and competitive advantage. Implementing design thinking successfully. Methods. Research approach. Data collection. Data analysis. Research quality. Business case analysis: Cellularline company. An overview of Cellularline. The context and purpose of Cellularline. Unlocking the customer journey: GfK research insights. Cellularline’s car holders: a customer experience redesign. Proving the impact: design thinking in numbers. Interview-based findings and discussion.

References

Bibliografia e sitografia: pp. 136-143.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair:	Corporate strategy
Thesis Supervisor:	Capasso, Arturo
Thesis Co-Supervisor:	Lechner, Christian
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	24 Oct 2025 10:51
Last Modified:	24 Oct 2025 10:51
URI:	https://tesi.luiss.it/id/eprint/43541

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