The Design Thinking Concept within Product Development Process in Pharmaceutical Company
Evo Sampetua Hariandja

Business School-Department of Management
Universitas Pelita Harapan

Abstract

This study aim to apply the design thinking concept into the new product development process in Indonesia pharmaceutical company. The design thinking framework consist of two phases: identify and solve. The identify phase consist of discover and define, and solve phase consist of create and evaluate. Through the two phases of this, the new product development process in pharmaceutical company will be modified using the design thinking. This method in this study using the combination between survey and interview from the key persons in the company. The respondents are deputy director in business development, R&D, product development and product planning. The managerial implication and discussion will be discussed in this study.

Keywords: Design thinking, Indonesia, product development process, pharmaceutical company

Topic: Innovation, IT, Operations and Supply Chain Management