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Bridging service design tools and business model innovation (BMI) for servitization in B2B context
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Business Model Innovation (BMI).
Mondragon Unibertsitatea, Faculty of Engineering, Design Innovation Center (DBZ), Basque Country, 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
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Business Model Innovation (BMI).
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2015 (English)Conference paper, Published paper (Refereed)
Abstract [en]

Servitization requires development of new value proposition as a system of product-service system aimed at solving customer specific needs and problems (Baines et al., 2009). Business model innovation (BMI) is a way to servitize, and it represents a complex, collective, cyclical social process emphasizing active experimentation with changing business model components (Hoveskog et al., forthcoming). To enable such experimentation, in early phases of BMI for servitization one needs to (i) identify customer value of target customers (Teece, 2010) and (ii) design corresponding value propositions (Frankenberger et al., 2013). However, both research on BMI in general (Keränen & Jalkala, 2013) and with focus on servitization (Baines et al., 2009) have not paid sufficient attention to applicability and availability of different practical tools, which are relevant for early phases of BMI process. In this regard, the emerging approach of service design has been proposed as a potential methodology offering a tool kit with practical tools to support manufacturers’ BMI for servitization (Sangiorgi et al., 2012; Iriarte et al., 2014). Service design offers a practical toolkit that has its roots in a new thinking about value (Vargo & Lusch, 2004; 2008), which allows capturing reliable data about customer needs (Moritz, 2005), creating, visualizing and sharing complex product-service systems (Morelli, 2006; Segelström, 2013), and prototyping future situations of services (Blomkvist, 2014). However, the potential contributions of service design tools for manufacturing servitization in general and business model innovation in particular aren’t sufficiently investigated. Thus, the purpose of this conceptual paper is to explore the applicability of service design tools in early phases of BMI for servitization. This will allow us to propose a targeted service design-based tool kit for early phases of BMI providing guidance to managers in “how” to practically approach designing product-service value proposition during servitization transformation.

Place, publisher, year, edition, pages
Birmingham, UK: Aston Business School, UK , 2015.
Keyword [en]
Business model innovation, Service design tools, Servitization
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-28296OAI: oai:DiVA.org:hh-28296DiVA: diva2:812737
Conference
The Spring Servitization Conference (SSC 2015), Servitization: the theory and impact, 18 – 19 May 2015, Aston Business School, Aston University, UK
Projects
BMI Wind
Funder
Knowledge Foundation
Available from: 2015-05-20 Created: 2015-05-20 Last updated: 2016-11-30Bibliographically approved

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Citation style
  • apa
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