Reinecke, SvenSvenReineckeBrenner, WalterUebernickel, Falk2023-04-132023-04-132016https://www.alexandria.unisg.ch/handle/20.500.14171/10540610.1007/978-3-319-26100-3Marketing and Design Thinking are rarely associated with each other because they stem from very different fields of science and application sources: thus, different paradigms. In this paper, fundamental similarities between the two approaches are discussed and it is shown systematically how the two points of view can benefit from each other. Design Thinking can effectively help accelerate learning processes in marketing—and marketing science can help ensure that in Design Thinking one does not neglect fundamental knowledge from the social sciences.enbook section