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

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Abstract

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.
Original languageEnglish
Title of host publicationConference Proceedings of the Design Management Academy
Subtitle of host publicationResearch Perspectives on Creative Intersections
EditorsE. Bohemia, C. de Bont, L. Svengren Holm
Place of PublicationLondon
PublisherThe Design Research Society
Pages1-17
Number of pages17
Publication statusPublished - 2017
EventThe Design Management Academy 2017 International Conference: Research Perspectives on Creative Intersections - Hong Kong, China
Duration: 7 Jun 20179 Jun 2017

Publication series

NameConference Proceedings of the Design Management Academy
PublisherThe Design Society
Volume4
ISSN (Electronic)2514-8419

Conference

ConferenceThe Design Management Academy 2017 International Conference
CountryChina
CityHong Kong
Period7/06/179/06/17

Keywords

  • service design practices
  • servitization
  • organizational change

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  • Cite this

    Calabretta, G., de Lille, C., & Beck, C. (2017). The role of service design practices in enabling and embedding the servitization transition. In E. Bohemia, C. de Bont, & L. Svengren Holm (Eds.), Conference Proceedings of the Design Management Academy : Research Perspectives on Creative Intersections (pp. 1-17). (Conference Proceedings of the Design Management Academy; Vol. 4). The Design Research Society.