ABSTRACT
This master thesis takes its starting point in the Danish political approach to innovation. Through theoretical and analytical efforts the thesis examines the alternative approach to individualism within user driven innovation. A scoping review identifies a gap in knowledge within this area of research.

Individualism is a widespread tendency within our western society - an approach that entails phenomena such as selfishness, egoism, greediness, competition etc. The consequences of individualism are among other things, loneliness and mutual conflicts. A burgeoning awareness is happening at the moment; people are becoming more and more concerned with religious and spiritual matters. This is within all aspects of society, including the corporate world. This master thesis is engaged in the problems of individualism within the field of user driven innovation. The problem statement of the thesis is thus: What is the alternative approach to individualism within user driven innovation? To answer this, the thesis examines the following sub-questions: How do we show the presence of individualism within the current discourse of innovation? What is a holistic view on human nature?

Through a theoretical and methodical approach, this thesis seeks to answer the problem statement. The thesis is based on the social constructionism as theorized by Kenneth Gergen. In this he argues in favour of the idea that all knowledge is based on a relational construction. The scientific method of the thesis is Ernesto Laclau and Chantal Mouffe’s discourse theory. On the basis of the above mentioned, the research is conducted through three separate analyses.

An analysis shows the individualism within the current political discourse of innovation. Thereby the discourse excludes spiritual perspectives. The analysis points out that the discourse could be different and pointing to more positive and constructive actions of a designer within an innovative context. Another analysis explores the characteristics of the excluded discourse by drawing on theorists within the existential and philosophical field. This is done in order to establish a holistic view on human nature. A final analysis establishes a generative discourse with which the innovative operators within user driven innovation are invited into more positive and constructive options. The discourse is called ‘holistic innovation’. The discourse is founded by the holistic view on human nature established in the former analysis.

As a result of the above approaches a new and generative discourse emerges – holistic innovation. This discourse represents a contribution to the field of innovation – specific user driven innovation. It is a contribution consisting of articulations of the human nature in a holistic manner.