The paper “Create vs Copy/Paste” aims to present the fundamental differences between the “creative” and “reproductive” process as well as the competitive advantages of implementing design thinking at the initial stages of strategic development of products and services.

The series of case studies of organisations that have adopted design thinking as a tool, examines how the non linear cognitive processes, experimentation, multidisciplinary collaborations, differentiation and targeted products can offer competitive advantages that focus on the quality of products and services offered rather than the price.

18th Scientific Conference of the Greek Society of Regional Scientists, 8-9 May 2014, Heraklion

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