The effect of design thinking on corporate performance through the mediation of business model innovation

Porpose: The main goal of this research is to investigate the relationship between design thinking and firm performance with the mediation of innovation in the business model. Design thinking is one of the important approaches to innovation, this research has tried to clearly examine the mechanisms and paths that design thinking can create to improve the performance of companies. On the other hand, by emphasizing the mediating role of innovation in the business model, the current research has tried to investigate the trends of improving the performance of companies through innovation processes as a medium for transferring design thinking to organizational performance. In this regard, this research has deeply analyzed the relationships and interactions between design thinking, business model innovation, and corporate performance, and has highlighted the essential role of innovation mediation in creating and transferring value from design thinking to organizational performance.

Method: The current research is quantitative and based on the data collection method of correlation method. After studying the theoretical frameworks, conceptual model and questionnaire with a scale of 5 options A Likert scale was prepared. The research questionnaire has 45 questions according to the research variables, which were extracted from papers, and the number and source of the questions are specified in Table 2. Is. The statistical population of the research are product and project managers in information technology firms. Based on this, 147 questionnaires were collected and finally 109 valid questionnaires were selected for analysis. The research data was collected in the year 2023. In order to analyze the data from the softwareSmartPLS3 and the method of structural equation modeling and in order to calculate descriptive statistics from the s SPSS Used. In order to measure the reliability of the measurement tool, Cronbach's alpha coefficients, combined reliability and average variance exracted or AVE were calculated.

Findings: According to the conceptual model presented in this research, 7 hypotheses were confirmed. These findings showed that human-centeredness, learning from failure, discovering customer needs, idea generation, testing ideas, business model innovation, and design thinking all significantly influence business performance, as predicted in the conceptual model. These confirmations show that the presented conceptual model can well explain the phenomenon under investigation and has appropriate accuracy and validity.

Conclusion: This research focuses on the impact of multiple factors including human-centeredness, interrogative reasoning, learning from failure, discovery of customer needs, idea generation, testing ideas, business model innovation, and design thinking on business performance. The results show that these factors have a positive effect on business performance by improving management processes and strategies, improving innovation processes, and increasing organizational capabilities. Therefore, firms can take advantage of these findings to provide new strategies and approaches to improve performance, increase competitiveness and achieve more sustainable growth in dynamic and complex modern markets.