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Asia Miles: Road to Stakeholder-Centric, Insight-Driven Innovation
內容大綱
The case describes how the design thinking mentality and management process drives Asia Miles' leadership, innovation, organization structure and behaviour, and the enterprise planning process to enhance customer experience (members of the rewards programme) and new product & service development, as well as to improve value delivered to all other stakeholders and the branding of the company. The transformation of Asia Miles via a change management process aims to inculcate design thinking into their culture, systems and employees -becoming an insights-driven organization via a quantitative-qualitative continuum.