PBEE tm
The PBEE™ Framework is a design-led innovation model developed through doctoral research to embed ethics, inclusion, and innovation in organisations, from corporates to SME leadership. The academic title of the research is: Operationalising Responsible Research and Innovation in Rural SMEs through the PBEE™ Framework: Towards a Theory of Responsible Innovation Leadership.
Research Overview
Rural SMEs are critical to local economic resilience yet face persistent barriers to innovation and leadership development.
Existing frameworks are often top-down, urban-centric, and ethically shallow, failing to reflect the lived realities of SME leaders in resource-constrained contexts.
The PBEE™ Framework — Perception, Blueprint, Envision, Execute — addresses this gap by embedding Responsible Research and Innovation (RRI) and Stakeholder Theory into a Design Thinking approach tailored for rural leadership.
This research explores how PBEE operationalises ethical, inclusive innovation practice, contributing to theory and leadership impact through a pragmatic, participatory design.
© 2025 Aisling Hurley. All images part of PBEE™ doctoral research at Atlantic Technological University (ATU)
Figure 1. Research Overview and Context
Figure 2. Design Thinking and Creative Problem Solving
Figure 3. Theoretical Foundations of the PBEE™ Framework
Innovation
Design Thinking
PBEE™
Training
Create
Research Methodology & Design Approach.
Methodology
Grounded in a pragmatist paradigm, this study employs a Participatory Action Research (PAR) design integrating:
Methodology
- Abductive reasoning to iteratively link theory and practice.
PBEE™ Iterative Process
- The PBEE™ Framework guides responsible innovation through four iterative stages, each grounded in reflective and participatory methods.
Methodology
- Workshops and semi-structured interviews with rural SME leaders.
Perception
Understanding context, challenges, and opportunities. Narrative Inquiry, Reflexivity.
Blueprint
Understanding context, challenges, and opportunities. Narrative Inquiry, Reflexivity.
Methodology
- Narrative Inquiry and Reflexive Thematic Analysis (Braun & Clarke, 2006, 2021) for sensemaking.
Innovation & Design Thinking
We are experts in the design and development of Frameworks for Sustainable Design Innovation.
Envision
- Generating creative, ethical solutions. RRI, Futures Thinking.
Execute
- Implementing and adapting in practice. Action Research, Strategic Agility.
Key CONTRIBUTIONS
- Introduces a practice-based theory of Responsible Innovation Leadership.
- Operationalises RRI and Stakeholder Theory in rural SME contexts.
- Offers a scalable framework bridging ethics, innovation, and leadership development.
- Provides actionable guidance for educators, policymakers, and business leaders.
References (selective)
Beckmann, M. et al. (2023). J. Small Business & Entrepreneurship.
Brown, T. (2009). Change by Design. Harper.
Freeman, R.E. (1984). Strategic Management: A Stakeholder Approach. Pitman.
Kyriakopoulos, P. et al. (2024). J. Rural Studies.
Tauginienė, L. et al. (2024). Science & Public Policy.
van Oudheusden, M. (2014). J. Responsible Innovation.
von Schomberg, R. (2013). In Owen et al., Responsible Innovation. Wiley.
Lead with purpose. Innovate with responsibility.
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