Konferensartikel

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.

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