Customer value development in the light of design thinking approach

Purpose: The aim of this study is to ascertain the meaning and characteristics of the entrepreneurs’ empathy as the most signifi cant approach for modern business and its role in design thinking methodology, where empathy is used for multiple purposes. Methodology: Literature review on design thinking approach and objectives, empathy and customer value development as well as abstract modelling and synthesis is the methodology of this study. Findings: Content analysis shows that among the many approaches and defi nitions of the entrepreneurs’ empathy to the customers, none directly points the role of design thinking in ensuring customer value development. There has been a conceptual transition to integrated conceptualization of design thinking, which allows the theoretical assumptions to move beyond traditional design practices and theories, and there is a potential for new design approaches focused on customer experience that promote customer and business value. Originality/value: The novelty of this study is a presentation of meaning and characteristics of the entrepreneurs’ empathy, its role in design thinking approach, as well as development models which both refer to the value for customers and business. The author proposes a new approach and conceptual framework for design thinking process in order to promote solutions which allow to build a new customer value by entrepreneurs.