DESIGN THINKING AND SUSTAINABLE INNOVATION: A CASE STUDY ON THE HUSKY SLEDGING BUSINESS DURING THE COVID-19 PANDEMIC

Abstract: Mushers, sledges, and husky teams run through Lapland for approximately 5000 years already to move goods, travel, and even military purposes. Nowadays, the mushing tradition has entered the local culture and evolved into a professional vocation for numerous entrepreneurs. Husky sledging companies of different sizes and business cultures meet the increasing touristic demand for sledging rides and safaris in the Finnish wilderness. Husky tours constitute a unique selling point for lots of Arctic destinations because part of the “to-do list” of every tourist exploring the extreme North. Despite the growing interests shown by visitors, the academic world has almost never focused any attention or resources to research the husky sledging industry. Since the covid-19 spread also in Lapland, the entire husky sledging business is condemned to face severe consequences and deal with wicked problems. This thesis aims to fill the research gap on the husky safari business and to offer husky tour companies support in mitigating the economic impacts caused by the pandemic outbreak. The investigation is based on the participatory action research realised in collaboration with Bearhill Husky, a dog sledging company operating in Rovaniemi. Design Thinking has been applied as a research methodology to develop sustainable solutions that could help the company survive the crisis. The aim is to prove that, under certain conditions, Design Thinking can succeed in this intent and to inspire other kennels to apply this methodology for developing resilience and sustainable innovation. This research looks at what has been destroyed and sees room for growth and progress and teaches that sometimes the problem is our approach towards it.