2026-04-20T14:28:30Zhttps://ebiltegia.mondragon.edu/oai/request

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

Iriarte, Ion Alberdi Álvaro, Alazne Anaya Rodríguez, Maite Mazmela Etxabe, Maitane 2020-03-27T12:12:58Z 2020-03-27T12:12:58Z 2019 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 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. eng © by the authors business model innovation value proposition deservitization learning human-centred design To Be or Not to Be the Servitization Dilemma and the Role of Design http://purl.org/coar/resource_type/c_6501