Investigating How the FMCG Industry Employs Design-driven Approaches: the Dichotomy Between Literature and Practice

In recent years, there has been a growing discourse regarding the emergence of a new role for design, one that involves design thinking and design-driven innovation. This new role affirms design integration into the all the organisational activities required for strategic deployment. However, there has been little research looking at how such approaches are employed and can influence the transformation of culture within a specific industry situation. According to the fast moving consumer goods (FMCG) industry status quo, organisations demand fuel to ignite the transformation of brand development. Therefore, the main argument of this paper involves diagnosing the current phenomena by comparing the literature and practice in the FMCG industry. The findings from a comparative analysis explain how an organisation can embrace design-driven approaches in its brand development system. This paper contributes to developing brands in the FMCG industry through integration with design-driven approaches.