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Service Design Visualization Tools for Supporting Servitization in a Machine Tool Manufacturer
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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2018 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062Article in journal (Refereed) In press
Abstract [en]

As competition for their products increases, manufacturers have taken a greater interest in servitization. However, they face a difficult challenge when they try to develop service-oriented business models and design service value propositions that require a change in mind-set and new approaches. Thus, the purpose of this exploratory paper is to develop, apply, and evaluate an approach for service value proposition design that manufacturers can use in their transition from a primarily product-oriented business model to a more service-oriented business model. A qualitative research approach - the research through design approach - is taken in a case study of a Spanish machine tool manufacturer engaged in servitization. The findings of this research derive from a service design project at two of the manufacturer’s divisions. The empirical data consist of 45 artifacts (prototypes, visualizations, and models) from six workshops and six semi-structured interviews with key company managers. The paper analyzes various service design visualization tools in manufacturing, examines the design of service value propositions, and suggests avenues for additional research on the use of a systematic methodology for service value proposition design.

Place, publisher, year, edition, pages
New York: Elsevier, 2018.
Keyword [en]
business models, servitization, service design, value proposition, visualization tools
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-36025DOI: 10.1016/j.indmarman.2018.01.003OAI: oai:DiVA.org:hh-36025DiVA: diva2:1170498
Projects
BMI Wind
Funder
Knowledge Foundation
Available from: 2018-01-03 Created: 2018-01-03 Last updated: 2018-02-06

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Hoveskog, MayaHalila, Fawzi

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CiteExportLink to record
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Citation style
  • apa
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  • de-DE
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  • en-US
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  • nn-NO
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Output format
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