Conference article

An application framework of service design for servitization

Peng Lu
School of Design, Politecnico di Milano, Italy

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Published in: ServDes.2020 Tensions, Paradoxes and Plurality Conference Proceedings, 2-5th February 2021, Melbourne, Australia

Linköping Electronic Conference Proceedings 173:49, p. 557-567

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Published: 2020-12-22

ISBN: 978-91-7929-779-4

ISSN: 1650-3686 (print), 1650-3740 (online)


Einola et al. (as cited in Kohtamäki, Rabetino, & Einola, 2018, p. 186) pointed out that “the tensions that manufacturers face when transitioning from manufacturing products toward the provision of customized integrated solutions are often paradoxical in nature,” which could be taken as the cultural and corporate challenges of adopting a servitization business strategy (Baines et al., 2009; Viet et al., 2013). As an emerging design field, service design offers a holistic, human-centered, co-creative approach to developing new services (Costa et al., 2018), which has the potential to be embodied in the process of servitization. This short paper tries to build a general framework: The Application of Service Design for Servitization (ASDS) Framework, in which 3 levels of service design applications in the servitization transition for a company are proposed, and corresponding roles of service design are discussed. The goal of this framework is to guide and categorize research related to service design being utilized in the process of servitization, and transfer the Service- Dominate logic (S-D Logic) inside the organization.


service design, servitization, service dominant logic


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