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Exploring why established companies need service design. The case of two Basque manufacturers
Faculty of Engineering, Design Innovation Center (DBZ), Mondragon Unibertsitatea, Mondragón, Spain.ORCID iD: 0000-0003-0491-0426
Faculty of Engineering, Design Innovation Center (DBZ), Mondragon Unibertsitatea, Mondragón, 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, Mondragón, Spain.
2019 (English)Conference paper, Published paper (Refereed)
Abstract [en]

Regardless of the sector in which companies operate, a raising number of service organizations are looking for new approaches capable to offer more competitive value propositions. Literature reveals that service design, as a human-centred approach, can assist companies in such purpose. This research focuses on the analysis of two companies aiming to integrate service design skills into their organisations. Both companies are national leaders in their market sector – scholar catering and customer services. The aim of our research is to unhide what reasons persuaded these companies to activate such transformation. Our research wants to contribute to understand why more and more organisations are adopting service design as a central approach for innovation and growth. The research method consisted two semi-structured interviews with top and middle managers of each company. The results show that these two companies look for service design skills to keep on a leadership position by gaining real knowledge about their clients’ end-users, breaking down organisational silos and adopting agile processes for the development of more valuable, multichannel and tailor-made services. ©2019 by the authors.

Abstract [es]

Independientemente del sector en el que operan, un creciente número de organizaciones de servicios están buscando nuevos enfoques capaces de ofrecer propuestas de valor más competitivas. De acuerdo con la literatura, el diseño de servicios puede asistir a las empresas en tal proceso. Este estudio se centra en el análisis de dos compañías que buscan integrar capacidades para el diseño de servicios. Ambas compañías son líderes en su sector: servicios de restauración colectiva y servicios de atención al cliente. El objetivo del estudio es identificar las razones que impulsaron a estas empresas a comenzar dicha transformación. De esta forma, se busca contribuir a entender por qué cada vez más organizaciones están adoptando el diseño de servicios como enfoque central para la innovación y el crecimiento. El método de investigación consiste en dos entrevistas semiestructuradas con directivos y mandos intermedios de cada compañía. Los resultados muestran que estas dos compañías buscan capacitarse en diseño de servicios para mantenerse en una posición de liderazgo mediante la adquisición de conocimiento real de los usuarios de sus clientes, rompiendo los silos organizacionales y adoptando procesos ágiles para el desarrollo de servicios de mayor valor, multicanales y personalizados.

Place, publisher, year, edition, pages
Málaga, 2019. p. 2113-2125
Keywords [en]
service design, service design skills, embedding service design, human-centered design
Keywords [es]
diseño de servicios, capacidades diseño de servicios, integrar diseño de servicios, diseño centrado en las personas
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-41013ISBN: 978-84-09-13557-8 (electronic)OAI: oai:DiVA.org:hh-41013DiVA, id: diva2:1372183
Conference
23rd International Congress on Project Management and Engineering (AEIPRO 2019), Málaga, Spain, 10-12 July, 2019
Available from: 2019-11-22 Created: 2019-11-22 Last updated: 2020-03-04Bibliographically approved

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Hoveskog, Maya

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CiteExportLink to record
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Citation style
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Output format
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