Title
To Be or Not to Be the Servitization Dilemma and the Role of DesignAuthor (from another institution)
Published Date
2019Publisher
RoutledgeKeywords
business model innovationvalue 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. [-]
Publisher’s version
https://doi.org/10.1080/14606925.2019.1595849ISSN
1756-3062 OnlinePublished at
The Design Journal Vol. 22. Sup. 1. Pp. 37-49, 2019Document type
ArticleVersion
PublishedRights
© by the authorsAccess
Open AccessCollections
- Articles - Engineering [293]