How strategic design abilities address unmet value in service engagement strategies

N.L.J. Bouman, LWL Simonse

Research output: Contribution to journalArticleScientificpeer-review

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Purpose – Engaging with customers and addressing unmet value have become increasingly challenging within multi-stakeholder environments of service innovation. Therefore, this paper aims to address this challenge by studying how strategic design abilities address unmet value in service engagement strategies. Design/methodology/approach – The authors conducted a qualitative inductive study at a multinational corporation and interviewed marketing
and design professionals on their innovation practices in service engagement strategies. Findings – From the inductive analysis, this study identified three strategic design abilities that effectively contribute to addressing unmet value
throughout the co-evolving process of service engagement: envisioning value, modelling value and engaging value. Based on this, this study proposes the emerging co-evolving loop framework of service engagement strategies.
Research limitations/implications – The limitation of this emerging theory is a lack of broad generalizability with mutual exclusivity or collective exhaustiveness across industries. A theoretical implication of the framework is the integration of strategic design and services marketing towards co-created engagement strategies.
Practical implications – The service engagement loop framework can be of great value to service innovation processes, for which an integrated, cross-functional approach is often missing. Social implications – The findings further suggest that next to a methodological skillset, strategic design abilities consist of a distinct mindset. Originality/value – This paper introduces strategic design abilities to address unmet value and proposes a novel co-evolving loop framework ofservice engagement strategies
Original languageEnglish
Article numberVolume 37 · Number 10 ·
Pages (from-to)22-34
Number of pages13
JournalJournal of Services Marketing
Issue number10
Publication statusPublished - 2023




  • Strategic Design
  • Service strategy
  • Engagement
  • Service innovation
  • customer value
  • Qualitative methods
  • unmet need
  • abilities


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