Innovating Business with Pinball Designs

Jacob Buur, Sune Klok Gudiksen

Research output: Contribution to conference without publisher/journalPaperResearchpeer-review


Many companies see the need to rethink their ways of doing business, in particular under the pervasive influence of Internet business. Design can play a prominent role here, as a way of expanding from a linear, rational conception of business model development. But rather than proposing ‘design thinking’ as an abstract approach, this paper shows how design materials (as used routinely in the design profession), when introduced in a business context can engage a cross-disciplinary circle of stakeholders and challenge them to reconsider their business assumptions. We will show how ‘tangible business models’ – for example in the form of pinball-like contraptions – encourage participants to play with hypotheses and experiment with scenarios as a way of innovating business models. In a sense this is ‘design thinking’ with hands and body.
Original languageEnglish
Publication date2012
Number of pages12
Publication statusPublished - 2012
EventInternational Design Management Research Conference: Leading innovation through design - Boston, United States
Duration: 8. Aug 20129. Aug 2012


ConferenceInternational Design Management Research Conference
Country/TerritoryUnited States

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