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Innovating Innovation: Understanding the Role of Service Design in Service Innovation
Linköping University, Department of Computer and Information Science, Human-Centered systems. Linköping University, Faculty of Science & Engineering.ORCID iD: 0000-0003-3515-6657
2022 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Organizations across industries and sectors are seeking novel ways to innovate that can address the complex environments in which they operate. The complexity is reflected in an increasing focus on service innovation as the main growth trajectory, which entails ongoing infusion of technology into creating service offerings focused on customer experience. This creates specific challenges related to systemic and value-based dimensions of service that require organization-wide efforts in understanding and managing service innovation. Thus, in their bid to address service innovation challenges, organizations have been adopting service design as a new approach to service innovation, hoping to stir creativity by infusing the innovation process with actor-centric, systemic, and value-driven perspectives. Service design has been established in both research and practice as a human-centered, collaborative, and interdisciplinary approach that can facilitate service innovation by combining design knowledge and practices with a service perspective. However, the intersection of service design and service innovation is still in theoretical and conceptual development, making it unclear how service design might facilitate service innovation. To address this challenge, this thesis brings these two multifaceted concepts together. It employs a value-centric perspective on service innovation to articulate how service design addresses different elements of service innovation. The contributions of this thesis are based on conceptual and empirical work. The conceptual work explores the building blocks of service innovation informed by service-dominant logic and explicates meaning as a mechanism of new value creation. The empirical work uses a qualitative approach to investigate how service design facilitates service innovation. First it looks at service design projects and how they lead to service innovation through the development of new value propositions. Second it looks at service design as embedded practices that support organizational capabilities for sustained service innovation. This thesis articulates the role of service design as creative exploration and ongoing transformation and provides a conceptual integration of service and design perspectives to understand new value cocreation. Although service designers and managers are eager to implement service design in their innovation processes, they face challenges related to different, but interrelated aspects of service innovation. This research contributes with comprehensive findings that can support their decisions. 

Place, publisher, year, edition, pages
Linköping: Linköping University Electronic Press, 2022. , p. 73
Series
Linköping Studies in Science and Technology. Dissertations, ISSN 0345-7524 ; 2248
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:liu:diva-187142DOI: 10.3384/9789179294250ISBN: 978-91-7929-424-3 (print)ISBN: 978-91-7929-425-0 (electronic)OAI: oai:DiVA.org:liu-187142DiVA, id: diva2:1685906
Public defence
2022-09-16, TEMCAS, Temahuset, Campus Valla, Linköping, 13:15
Opponent
Supervisors
Available from: 2022-08-05 Created: 2022-08-05 Last updated: 2022-08-11Bibliographically approved
List of papers
1. Bridging design-driven and service innovation: Consonance and dissonance of meaning and value
Open this publication in new window or tab >>Bridging design-driven and service innovation: Consonance and dissonance of meaning and value
2018 (English)In: ServDes2018. Service Design Proof of Concept / [ed] Anna Meroni: Department of Design, Politecnico di Milano, Milan, Italy Ana María Ospina Medina: Department of Design, Politecnico di Milano, Italy Beatrice Villari: Politecnico di Milano, Italy, Linköping, 2018, article id 150:092Conference paper, Published paper (Refereed)
Abstract [en]

Conceptualization of meaning in design-driven innovation and value in service innovation, seem to be sharing some core characteristics that are essential but have not yet been integrated. Thus, this paper explores design-driven innovation and its conceptual relevance for service innovation within the framework of service-dominant logic (S-D logic) by examining interrelation between meaning and value. Design-driven innovation is defined as a strategic framework that enables radical innovation through change in meaning relying on Krippendorff’s (1989) notion that people interact with artifacts because they make sense to them. On the other hand, S-D logic’s core concepts evolve around resource integration for value co-creation among multiple stakeholders addressing important complexities of service innovation. Both meaning and value share some conceptual commonalities. By exploring and interrelating them within their conceptual frameworks, this paper aims to open new ways for understanding and operationalizing service innovation and the role of service design within it.

Place, publisher, year, edition, pages
Linköping: , 2018
Series
Linköping Electronic Conference Proceedings, ISSN 1650-3686, E-ISSN 1650-3740 ; 150
Keywords
design-driven innovation, service innovation, meaning, value co-creation, S-D logic
National Category
Social Sciences Interdisciplinary Design
Identifiers
urn:nbn:se:liu:diva-164897 (URN)978-91-7685-237-8 (ISBN)
Conference
ServDes.2018 Conference, 18-20 June, Milano, Italy
Projects
SDIN, Service Design for Innovation
Funder
EU, Horizon 2020
Available from: 2020-03-31 Created: 2020-03-31 Last updated: 2023-03-09
2. The role of meaning in service innovation: a conceptual exploration
Open this publication in new window or tab >>The role of meaning in service innovation: a conceptual exploration
2022 (English)In: Journal of service theory and practice, ISSN 2055-6225, E-ISSN 2055-6233, Vol. 32, no 2, p. 179-198Article in journal (Refereed) Published
Abstract [en]

Purpose The purpose of this paper is to introduce the concept of meaning as a relevant but missing link in understanding the building blocks of service innovation informed by service-dominant (S-D) logic. In exploring the role of meaning in service innovation, especially related to new value propositions, resource integration and new value cocreation, the authors suggest using the conceptualization of meaning within human-centered design, which has an established body of knowledge on addressing how actors engage and interact. Design/methodology/approach The paper builds an actionable conceptual framework that relates meaning to central tenets of service innovation, such as resource integration, value propositions and cocreation of value. It delineates the central building blocks of service innovation and conceptually integrates them with meaning to explain the underlying mechanisms of service innovation related both to its development and adoption. Findings The findings highlight how and why meaning precedes value creation and directs resource integration. Indicating that meaning is driven by experience of earlier interactions it delineates its relationships with new value formation and positions resource interpretation as a driver of this process. Originality/value This paper extends the understanding of service innovation in relation to S-D logic, with meaning as a conceptual link to aspects of S-D logic that claim a phenomenological nature. Meaning contributes to S-D logic by providing an understanding of how beneficiaries form intentions to engage in value creation and resource integration. Additionally, by integrating service and design research domains, this paper suggests possibilities for multidisciplinary contributions in future research.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2022
Keywords
S-D logic; Service innovation; Meaning; Resource integration; Value cocreation
National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-174778 (URN)10.1108/JSTP-01-2020-0004 (DOI)000626704000001 ()
Note

Funding Agencies|European UnionEuropean Commission [642116]

Available from: 2021-04-01 Created: 2021-04-01 Last updated: 2022-09-30
3. Service design as an innovation approach in technology startups: a longitudinal multiple case study
Open this publication in new window or tab >>Service design as an innovation approach in technology startups: a longitudinal multiple case study
2020 (English)In: Creativity and Innovation Management, ISSN 0963-1690, E-ISSN 1467-8691, Vol. 29, no 2, p. 303-323Article in journal (Refereed) Published
Abstract [en]

While service design has been accepted as a human-centered and cocreative approach to service innovation, its role in technology-driven contexts, specifically technology startups, has been largely unexplored. Previous research suggests that technology startups tend to focus on technical aspects of innovation, neglecting the value cocreation potential of service innovation that service design can facilitate. Focusing on value propositions as the main mechanisms of service innovation, this study explores how service design facilitates service innovation in technology startups. This longitudinal study examines the opportunities and challenges of introducing service design for the purpose of service innovation in five technology startups over a period of 11 months. Results reveal how service design facilitates the creation of new value propositions that expand the previous technology-driven focus towards a human-centered and cocreative one. Additionally, findings suggest that there are two levels of how service design becomes embedded in technology startups that are contingent on their life cycle stage. This contributes to the service innovation literature that views innovation as development of new value propositions and describes the key role of service design. The study also discusses managerial implications of the findings for technology startups and service designers and provides directions for future research.

Place, publisher, year, edition, pages
WILEY, 2020
Keywords
service design; service innovation; technology startups; value proposition
National Category
Business Administration Design
Identifiers
urn:nbn:se:liu:diva-166096 (URN)10.1111/caim.12383 (DOI)000532923100009 ()
Projects
SDIN, Service Design for Innovation
Funder
EU, Horizon 2020
Available from: 2020-06-08 Created: 2020-06-08 Last updated: 2022-08-05

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