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To Be or Not to Be. The Servitization Dilemma and the Role of Design
Faculty of Engineering, Design Innovation Center (DBZ), Mondragon Unibertsitatea, Mondragon, Spain.
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL).ORCID iD: 0000-0002-5849-1442
Faculty of Engineering, Design Innovation Center (DBZ), Mondragon Unibertsitatea, Mondragon, Spain.
Faculty of Engineering, Design Innovation Center (DBZ), Mondragon Unibertsitatea, Mondragon, Spain.
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2019 (English)In: The Design Journal, ISSN 1460-6965, 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-39331DOI: 10.1080/14606925.2019.1595849ISI: 000470072200002Scopus ID: 2-s2.0-85067189780OAI: oai:DiVA.org:hh-39331DiVA, id: diva2:1314536
Conference
Running with Scissors, 13th European Academy of Design Conference of the EAD, University of Dundee, Dundee, United Kingdom, 10-12 April, 2019
Available from: 2019-05-09 Created: 2019-05-09 Last updated: 2019-08-16Bibliographically approved

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Hoveskog, Maya

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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  • vancouver
  • Other style
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  • de-DE
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  • en-US
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Output format
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