@article{janz2017incorporating,
  title = {Incorporating Human-Centered Design at Merck: How One IT Organization Became More Entrepreneurial and Enhanced Its Role in the Process},
  author = {Brian D. Janz and M. Jeff Brittain},
  year = 2017,
  url = {https://ibimapublishing.com/articles/IBIMABR/2017/395969/},
  journal = {IBIMA Business Review},
  volume = 2017,
  pages = 10,
  doi = 10.5171/2017.395969,
  abstract = {For decades, IT leaders have sought to become more innovative and responsive to their respective organizations, and in the process strengthen their relationship with their end-user community by delivering systems on time and within budgets that also surpass end-user expectations. Adopting a more entrepreneurial mindset within IT has been suggested as one way to achieve these goals.  The premise presented in this paper is that Design Thinking -- or more specifically "Human-Centered Design" -- is a process and mindset that will help create a more entrepreneurial culture in organizations.  In the paper we outline the major tenets of design thinking:  a focus on human values, radical collaboration with the end-user, empathy-driven requirements determination, a relentless focus on the end-user's point-of-view, and rapid prototyping/testing in close proximity to the end-user. In addition, we present a chronology of how Human-Centered Design has shaped the innovation process at a large consumer-based pharmaceutical firm and how design thinking is now serving as the basis for energizing the company's IT organization and its end-users in driving real business value. },
  keywords = {Innovation, Entrepreneurism, Design Thinking, Pharmaceutical},
  note = Article ID: 395969
}