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

Masanao Takeyama
Keio University, Tokyo, Japan

Kahoru Tsukui
Keio University, Tokyo, Japan

Yoshitaka Shibata
Hitachi, Ltd., Tokyo, Japan

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Ingår i: ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014

Linköping Electronic Conference Proceedings 99:33, s. 344-353

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Publicerad: 2014-06-25

ISBN: 978-91-7519-280-2

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


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


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