Beyond Creativity

<p>This study examines the organizational challenges that impede efforts to enhance generative capacity within major technology corporations using design thinking (DT). While established DT frameworks, such as the Double Diamond, emphasize human-centered creativity in addressing the complexity and uncertainty inherent in design practice, they often fail to account for the recursive and sociomaterial aspects involved in the creation of digital artifacts, which instead highlight “generativity.” Utilizing qualitative insights from unsuccessful digital innovation projects at Samsung and Sony, this study delves into the sociomaterial obstacles that limit generative DT within large tech firms, drawing on comparative insights from both organizations. It uncovered how dominant logic, politicized authority, fragmented structures, and risk-averse leadership impede digital design innovation. This study presents a conceptual framework with<span style="color: rgb(1, 0, 0);"> three </span>interconnected propositions that elucidate how these barriers suppress the potential of generative design. By reconceptualizing DT as a sociomaterial practice, this study contributes to the professional practice of design by providing a framework for identifying organizational misalignments and reconfiguring DT as a situated, evolving capability.</p>