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User-centred design (UCD) innovations are increasingly recognised as a source of competitive advantage in the contemporary business environment. From a dynamic capabilities’ perspective, this study explores the critical routines that support organisational capabilities driving UCD innovations. The study adopts a qualitative approach, and the researchers conduct inductive case studies on four B2C firms in the Indian manufacturing and services industry. The insights gathered suggest that all firms have various user-focused routines for knowledge-gaining, organisation-mobilising, and organisation-alignment that enable managers to initiate and execute UCD innovations. The study proposes a framework illustrating the seamless flow between different routines.
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Dasgupta et al. (2026) studied this question.
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