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To Be or Not to Be. The Servitization Dilemma and the Role of Design
Mondragon Unibertsitatea - Faculty of Engineering, Design Innovation Center (DBZ), Spain.
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Business Model Innovation (BMI).ORCID iD: 0000-0002-5849-1442
Mondragon Unibertsitatea - Faculty of Engineering, Design Innovation Center (DBZ), Spain.
Mondragon Unibertsitatea - Faculty of Engineering, Design Innovation Center (DBZ), Spain.
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2019 (English)In: Design journal, ISSN 1460-6925, E-ISSN 1756-3062, Vol. 22, no sup1, p. 37-49Article in journal (Refereed) Published
Abstract [en]

This article seeks to answer the question of how value proposition is created using a human- centred approach in the context of deservitization, in general, and service dilution, in particular. The article aims to describe the journey of a company which undertook service dilution and used human- centred design to create a new product- oriented value proposition. The study adopted a research through design approach in conjunction with a single case study of an engineering and manufacturing services provider that recently initiated a service dilution process. Within the framework of university- business collaboration, a design project was developed. The main insights of the study pertain to the role of human- centred design as a way of learning and surpassing the pure exploitation of existing capabilities during the service dilution process. Learning by design is also seen as a potential alternative learning process that fuels exploration during the service dilution process.

Place, publisher, year, edition, pages
Abingdon: Routledge, 2019. Vol. 22, no sup1, p. 37-49
Keywords [en]
business model innovation, value proposition, deservitization, learning, human-centred design
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-39519DOI: 10.1080/14606925.2019.1595849ISI: 000470072200002Scopus ID: 2-s2.0-85067189780OAI: oai:DiVA.org:hh-39519DiVA, id: diva2:1319585
Available from: 2019-06-03 Created: 2019-06-03 Last updated: 2019-07-31Bibliographically approved

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Hoveskog, Maya

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf