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oai:ebiltegia.mondragon.edu:20.500.11984/16082024-03-04T13:31:24Zcom_20.500.11984_473col_20.500.11984_478

00925njm 22002777a 4500 dc Iriarte, Ion author Alberdi Álvaro, Alazne author Anaya Rodríguez, Maite author Mazmela Etxabe, Maitane author 2019 This article seeks to answer the question of how value proposition is created using a human-centred approach in the context of deservitization, in general, and service dilution, in particular. The article aims to describe the journey of a company which undertook service dilution and used human-centred design to create a new product-oriented value proposition. The study adopted a research through design approach in conjunction with a single case study of an engineering and manufacturing services provider that recently initiated a service dilution process. Within the framework of university-business collaboration, a design project was developed. The main insights of the study pertain to the role of human-centred design as a way of learning and surpassing the pure exploitation of existing capabilities during the service dilution process. Learning by design is also seen as a potential alternative learning process that fuels exploration during the service dilution process. 1756-3062 Online https://katalogoa.mondragon.edu/janium-bin/janium_login_opac.pl?find&ficha_no=151905 https://hdl.handle.net/20.500.11984/1608 business model innovation value proposition deservitization learning human-centred design To Be or Not to Be the Servitization Dilemma and the Role of Design