The role of service design practices in enabling and embedding the servitization transition

The role of service design practices in enabling and embedding the servitization transition

Calabretta, G. (TU Delft Marketing and Consumer Research)
de Lille, C.S.H. (TU Delft OLD Management and Organisation)
Beck, Caroline (Livework Studio Ltd.)

Bohemia, E. (editor)
de Bont, C. (editor)
Svengren Holm, L. (editor)

2017

An increasing number of companies are embracing the transition from a product focus to a service focus in their offering in order to face the challenges of the experience economy. However such transition (i.e., servitization) is challenging, since it requires companies to change both their processes and their mindset. In this paper we propose service design practices as an effective approach for overcoming the challenges of servitization and for achieving such a multi-layered transformation. By means of expert interviews, ethnography and multiple case studies, we empirically show how service design professionals guide companies towards a sustainable adoption of service orientation and successful implementation of service innovations. Specifically, we describe and exemplify a set of practices through which service design professionals establish a service-oriented mindset, introduce a service-specific development process, and a create widespread commitment to the servitization transition.

service design practices
servitization
organizational change

http://resolver.tudelft.nl/uuid:2637188d-1710-480b-9828-8a354016a9a5

The Design Research Society, London

Conference Proceedings of the Design Management Academy: Research Perspectives on Creative Intersections

The Design Management Academy 2017 International Conference, 2017-06-07 → 2017-06-09, Hong Kong, China

Conference Proceedings of the Design Management Academy, 2514-8419, 4

Institutional Repository

conference paper

© 2017 G. Calabretta, C.S.H. de Lille, Caroline Beck