TY  - CHAP
U1  - Buchbeitrag
A1  - Bürkel, Jonas
A1  - Zimmermann, Alfred
ED  - Zimmermann, Alfred
T1  - Service-dominant design: a digital ideation method
T2  - Architecting the digital transformation : digital business, technology, decision support, management. - (Intelligent systems reference library ; volume 188)
N2  - The digital transformation is today’s dominant business transformation having a strong influence on how digital services and products are designed in a service-dominant way. A popular underlying theory of value creation and economic exchange that is known as the service-dominant (S-D) logic can be connected to many successful digital business models. However, S-D logic by itself is abstract. Companies cannot directly use it as an instrument for business model innovation and design in an easy way. To address this a comprehensive ideation method based on S-D logic is proposed, called service-dominant design (SDD). SDD is aimed at supporting firms in the transition to a service- and value-oriented perspective. The method provides a simplified way to structure the ideation process based on four model components. Each component consists of practical implications, auxiliary questions and visualization techniques that were derived from a literature review, a use case evaluation of digital mobility and a focus group discussion. SDD represents a first step of having a toolset that can support established companies in the process of service- and value-orientation as part of their digital transformation efforts.
KW  - service-dominant logic
KW  - ideation method
KW  - value-orientation
KW  - value networks
KW  - digital transformation
Y1  - 2021
SN  - 3-030-49639-2
SB  - 3-030-49639-2
U6  - https://doi.org/10.1007/978-3-030-49640-1_8
DO  - https://doi.org/10.1007/978-3-030-49640-1_8
SP  - 143
EP  - 162
S1  - 20
PB  - Springer
CY  - Cham
ER  -