Bettina Maisch Joins the DESMA Network

Bettina Maisch

Meet Bettina:

In my position I am in charge for the Industrial DesignThinking (i.DT) Program within the Technology Field Systems Engineering. With great support by the Siemens management I set up a training program and facility in 2012 in Beijing, China. My team and I adapted the methodologies from Stanford University and the Design Company IDEO to the requirements of an industrial company like Siemens as well as the needs of China. We taught and coached R&D engineers in Design Thinking along the execution of real business projects. After three years of experience in setting up the industrial Design Thinking program and lab in China I’m ramping up and leading the i.DT activities in Germany as well.

My educational and research background is pretty diverse. I hold a PhD in Business Innovation from the University of St. Gallen, Switzerland, spent 1,5 years conducting research at the Center for Design Research at Stanford University funded by the Hasso Plattner Design Thinking Research Program. I also gained working experience in the advertising agency Ogilvy, at the Fraunhofer Institute for Open Communication FOCUS in Berlin and in various research projects at the University of Arts in Berlin, the University of St. Gallen as well as at Stanford University.

The main research question that drives my work since many years is “How the new does comes to the world?”. I’m particular interested in working on developing a tool set to foster creativity and innovation as well as to create counter actions to barriers of innovation.

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