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To Be or Not to Be The Servitization Dilemma and the Role of Design.pdf (813.3Kb)
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Title
To Be or Not to Be the Servitization Dilemma and the Role of Design
Author
Iriarte, Ion ccMondragon Unibertsitatea
Alberdi Álvaro, AlazneMondragon Unibertsitatea
Anaya Rodríguez, Maite ccMondragon Unibertsitatea
Mazmela Etxabe, Maitane ccMondragon Unibertsitatea
Author (from another institution)
Hoveskog, Maya
Research Group
Centro de Innovación en Diseño
Published Date
2019
Publisher
Routledge
Keywords
business model innovation
value proposition
deservitization
learning ... [+]
business model innovation
value proposition
deservitization
learning
human-centred design [-]
Abstract
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 ar ... [+]
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. [-]
URI
https://hdl.handle.net/20.500.11984/1608
Publisher’s version
https://doi.org/10.1080/14606925.2019.1595849
ISSN
1756-3062 Online
Published at
The Design Journal  Vol. 22. Sup. 1. Pp. 37-49, 2019
Document type
Article
Version
Published
Rights
© by the authors
Access
Open Access
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  • Articles - Engineering [483]

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