Author:
Tímea Mónika Tóth Mito Next Budapest Magyarország; Mito Next Budapest Hungary

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Összefoglalás.

Ez a tanulmány – a doktori kutatómunka részeként – egy módszertani kísérletet felhasználva mutatja be a tervezői szemléletmód (design thinking) üzleti gyakorlatba ültetésének lehetőségét az értékajánlat-tervezésben. Az empirikus vizsgálat olyan támogató metódus kidolgozására irányul, amely lehetővé teszi a növekvő mértékben diverzifikált ügyféligények személyre szabott kiszolgálását, különös figyelemmel a fogyasztói magatartás kontextuális megértésének módszerére. Az alkalmazhatóságot jelentősen befolyásoló aspektusok elméleti áttekintése után a tanulmány ismerteti a szokásos megközelítést, valamint annak hátrányait, majd vázolja az új módszer folyamatát, az eddig elért eredményeket és a hozzájuk kapcsolódó következtetéseket, továbbá a jövőben tervezett lépéseket.

Summary.

This study – as part of a bigger research study – uses a methodological experiment to present the possibility of putting design thinking into business practice in value proposition design. One of the goals of the design methods applied in the business environment is to explore solutions that satisfy diversifying customer needs. In order to create these innovative value propositions (products, services and systems), enterprises require an integrative, holistic vision, systems thinking and an experimental, creative spirit. Design thinking, a creative problem-solving methodology that integrates customer, business and technological aspects, can provide practical support in this regard.

In Hungary, the number of attempts to adapt design approaches to the value proposition design processes of large service companies is not very high, and not yet been investigated in the scientific context. The analysis of relevant cases is made possible only by participating in the projects. The empirical investigation is aimed at the development of a support method that enables the personalized service of increasingly diversified customer needs, with particular attention to the method of contextual understanding of consumer behavior. After a theoretical overview of the aspects that significantly affect applicability, the study describes the usual approach and its shortcomings, then outlines the process of the new method of actionable consumer empathy, the results achieved so far and the conclusions related to them, as well as the planned steps in the future.

Notwithstanding the level of design maturity defines whether a company is successful in monetizing design value on the long run, businesses often stop at using design methodologies in superficial ways just to seem innovative. This study discusses the factors that determine the success of applicability, such as (1) the transformation of the innovation environment, (2) the change in the nature of the problems, (3) the complexity of consumer decision-making, (4) the connection between design maturity and business benefit, (5) the technological development of data-based customer understanding support, and (6) consideration of legal restrictions and security compliance in exploiting personalization opportunities.

The study also investigates what are the similarities and the substantial difference between the segment and the persona approach, describes the common misconceptions around how to build personas and why the persona approach provides better insights to understand the consumer behavior.

  • 1

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  • 2

    Barber, H. F. (1992) Developing strategic leadership: The US Army War College experience. Journal of Management Development, Emerald Insights, Vol. 11. No. 6. pp. 4–12. https://doi.org/10.1108/02621719210018208 [Letöltve: 2021. 05. 19.]

  • 3

    Bennis, W. G. & Nanus, B. (1985) Leaders: The Strategies for Taking Charge. New York, Harper and Row

  • 4

    Brand, R. & Rocchi, S. (2011) Rethinking value in a changing landscape – A Philips Design Paper. https://pdfs.semanticscholar.org/c34a/3e300f1b9d1d4eb45e2af3cf7e2aa3d0344b.pdf [Letöltve: 2021. 05. 19.]

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    Confessore, N. (2018) Cambridge Analytica and Facebook: The scandal and the fallout so far. New York, The New York Times. https://www.nytimes.com/2018/04/04/us/politics/cambridge-analytica-scandal-fallout.html [Letöltve: 2022. 08. 29.]

  • 6

    Cooper A., Reimann R., & Cronin D. (2014) About face. The essentials of interaction design. Wiley Publishing, Inc.

  • 7

    Dolovai, D., Jankovicsné, T. A, Kiss, G., Sipőcz, K., T. Somogyi, M., Tamás, I., & Zaicz, G. (eds) (2006) Etimológiai szótár. Tinta Könyvkiadó, pp. 143.

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    Európai Parlament és az Európai Unió Tanácsa (2016) Általános adatvédelmi rendelet. Jogtár, https://net.jogtar.hu/jogszabaly?docid=A1600679.EUP [Letöltve: 2022. 11. 30.]

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    Jensen, M. C. & Meckling, W. H. (1976) Theory of the firm: Managerial behavior, agency costs and ownership structure. Journal of Financial Economics, Vol. 3. No. 4. pp. 305–360. https://www.sciencedirect.com/journal/journal-of-financial-economics/vol/3/issue/4 [Letöltve: 2021. 05. 19.]

  • 10

    Julier, G. (2017) Economies of Design. London, SAGE Publications

  • 11

    Leach, W. (2018) Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing. Carson City, Lioncrest Publishing

  • 12

    Martin, R. (2011) Fixing the Game: What Capitalism Can Learn from the NFL. Boston, Harvard Business Review Press

  • 13

    Plattner, H., Meinel, C., & Leifer, L. (eds) (2011) Design Thinking. Understand – Improve – Apply, Springer, p. 14. https://doi.org/10.1007/978-3-642-13757-0 [Letöltve: 2022. 11. 28.]

  • 14

    Rittel, H.W.J. & Webber, M.M. (1973): Dilemmas in a General Theory of Planning, Policy Sciences, Vol. 4. pp. 155–169. http://www.andreasaltelli.eu/file/repository/Rittel_OCR.pdf [Letöltve: 2021. május 19.]

  • 15

    Schwab, K. (2018) Ideo breaks its silence on design thinking’s critics. Fast Company. https://www.fastcompany.com/90257718/ideo-breaks-its-silence-on-design-thinkings-critics [Letöltve: 2021. 05. 19.]

  • 16

    Tóth, T. M. (2022) A problémákat megoldó kapitalizmus. A design szemléletmód adaptációs lehetőségei az üzletvitelben. Digital Hungary. https://www.digitalhungary.hu/e-volution/A-problemakat-megoldo-kapitalizmus-A-design-szemleletmod-adaptacios-lehetosegei-az-uzletvitelben/14751/ [Letöltve: 2022. 08. 29.]

  • 17

    Watkinson, M. (2012) The ten principles behind great customer experiences. The Financial Times Series, FT Publishing International

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Editor-in-Chief:

Founding Editor-in-Chief:

  • Tamás NÉMETH

Managing Editor:

  • István SABJANICS (Ministry of Interior, Budapest, Hungary)

Editorial Board:

  • Attila ASZÓDI (Budapest University of Technology and Economics)
  • Zoltán BIRKNER (University of Pannonia)
  • Valéria CSÉPE (Research Centre for Natural Sciences, Brain Imaging Centre)
  • Gergely DELI (University of Public Service)
  • Tamás DEZSŐ (Migration Research Institute)
  • Imre DOBÁK (University of Public Service)
  • Marcell Gyula GÁSPÁR (University of Miskolc)
  • József HALLER (University of Public Service)
  • Charaf HASSAN (Budapest University of Technology and Economics)
  • Zoltán GYŐRI (Hungaricum Committee)
  • János JÓZSA (Budapest University of Technology and Economics)
  • András KOLTAY (National Media and Infocommunications Authority)
  • Gábor KOVÁCS (University of Public Service)
  • Levente KOVÁCS buda University)
  • Melinda KOVÁCS (Hungarian University of Agriculture and Life Sciences (MATE))
  • Miklós MARÓTH (Avicenna Institue of Middle Eastern Studies )
  • Judit MÓGOR (Ministry of Interior National Directorate General for Disaster Management)
  • József PALLO (University of Public Service)
  • István SABJANICS (Ministry of Interior)
  • Péter SZABÓ (Hungarian University of Agriculture and Life Sciences (MATE))
  • Miklós SZÓCSKA (Semmelweis University)

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Scientia et Securitas
Language Hungarian
English
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ISSN ISSN 2732-2688 (online), 3057-9759 (print)
   

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