Resource Oriented Service Ideation: Integrating S-D Logic with Service Design Techniques

Authors

Masanao Takeyama, Keio University, Tokyo, Japan
Kahoru Tsukui, Keio University, Tokyo, Japan
Yoshitaka Shibata, Hitachi, Ltd., Tokyo, Japan

Abstract

Although the importance of Service-Dominant (S-D) logic is recently recognized among service designers; they still have barriers in applying the perspective to design practices due to the lack of appropriate tools and techniques to operationalize its conceptual strengths. To advance the integration of S-D logic into service design; this paper introduces a resource-oriented service design approach that focuses on representing and reconfiguring value co-creation. In particular; a service ideation technique called ROSI; along with two representation tools named resource integration map and resource availability table; is developed based on the concepts of resource integration (Vargo & Lusch; 2008) and value constellation (Norman & Ramirez; 1993); and the characterization of discontinuous service innovation from the perspective of S-D logic (Michel; Brown; & Gallen; 2008). This paper then shows how the introduced approach facilitates the ideation of innovative services and also discusses its future research possibilities.

Keywords

S-D logic; resource integration; co-creation; discontinuous innovation

DOI

https://doi.org/10.21606/servdes2014.41

Citation

Takeyama, M., Tsukui, K.,and Shibata, Y.(2014) Resource Oriented Service Ideation: Integrating S-D Logic with Service Design Techniques, in Sangiorgi, D., Hands, D., & Murphy, E. (eds.), ServDes 2014: Service Future, 9–11 April, Lancaster, United Kingdom. https://doi.org/10.21606/servdes2014.41

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Conference Track

Research Papers