Design Thinking as a creative enabler: a TCCM-Based systematic review and research agenda for advancing design creativity in entrepreneurship

Design Creativity (DC) is gaining prominence in entrepreneurship research, especially as Design Thinking (DT) is increasingly recognized as a key enabler of innovation, problem-solving, and opportunity recognition. However, existing literature at this intersection is fragmented, with limited efforts to systematically examine how DC is understood and applied through the DT lens. This review addresses this gap by synthesizing 44 peer-reviewed articles published between 2016 and April 2025, using the TCCM (Theory, Context, Characteristics, and Methodology) framework to provide a structured and integrative analysis. Four theoretical clusters emerged: DC theories, human-centered and embodied creativity, entrepreneurial learning, and social co-creation, highlighting DT as an enabling practice architecture associated with cognitive, embodied, and socially situated creative processes. Most studies are situated in developed countries and academic settings, with limited representation from diverse regions and sectors. DC was found to unfold through iterative, socially embedded practices such as prototyping, co-creation, and empathy-driven exploration. Methodologically, the field is dominated by qualitative, cross-sectional designs, highlighting the need for longitudinal, mixed-methods, and advanced analytical approaches. This review offers insights for scholars, educators, and policymakers and sets the foundation for a future research agenda that promotes inclusive, context-sensitive, and practically relevant exploration of DC in entrepreneurship.