Exploring Overarching PSS Design in B2B Industrial Manufacturing

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Purpose: The objective of this study is to explore PSS design approaches for product-service innovation in the B2B manufacturing industry. This paper builds on current research within the Delft University of Technology, researching the role of design as a driver for change and servitization.
Design/Methods/Approach: We studied 13 product-service design cases of ten weeks, carried out by students industrial design engineering. We collected the case data, observed their process and analysed the outcome of the project. We mapped the product-service proposals and built frameworks categorising levels of innovation and the applied strategic design elements and methods.
Findings: Taking an overarching innovation approach, creating a broader perspective on the value chain, exploring new business contexts without being hindered by conventions and limitations and using state-of-art design methods, increase the innovation level of product-service propositions.
Originality/Value: This study draws attention to the importance of strategic design processes in PSS innovation.
Original languageEnglish
Title of host publicationProceedings of The Spring Servitization Conference 2020
EditorsT. Baines, A.Z. Bigdeli
Number of pages7
Publication statusPublished - 2020
EventThe Spring Servitization Conference 2020 (SSC20): Advanced Services for Sustainability and Growth (virtual event) -
Duration: 14 Sept 202016 Sept 2020


ConferenceThe Spring Servitization Conference 2020 (SSC20): Advanced Services for Sustainability and Growth (virtual event)
Internet address


  • client-of-the-customer
  • value proposition
  • Strategic Design
  • overarching servitization


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