The role of the relationship between desing thinking and organizational culture on product development and diversification: A qualitative research on private deposit banks

Businesses aiming for sustainable competitive advantage in global markets focus on innovation activities to differentiate themselves from their competitors. Design thinking approach strengthens innovation outputs and promises a competitive advantage to businesses with its methodology that identify users' unmet demands and needs. Organizational culture within the framework of organizational climate, organizational structure and national culture plays an important role in the incorporation of design thinking into management practices by the members of the organization and in the general innovation activities of the organization. In this thesis, an exploratory analysis will be conducted with seven private deposit banks in the banking sector on the effects of organizational culture on product development and diversification in design thinking.