Aftermarkets: The Messy Yet Refined Logic of Design

Management scholars have recently looked to the field of design to spark innovation to solve the world's greatest social and environmental problems. This paper argues that adopting ‘design thinking’ requires a native knowledge of the design field's institutional logics, which include norms, values, assumptions and material practices. In this article, I provide measures for each of these definitional constructs, and enumerate the values for each measure in both design and business. Only through this deep understanding and knowledge can management and business training fully integrate design thinking, in order to create opportunities that will solve the world's complex ‘wicked’ problems.