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Service-dominant design: a digital ideation method

  • 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.

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Author of HS ReutlingenBürkel, Jonas; Zimmermann, Alfred
Erschienen in:Architecting the digital transformation : digital business, technology, decision support, management. - (Intelligent systems reference library ; volume 188)
Place of publication:Cham
Editor:Alfred ZimmermannORCiD
Document Type:Book chapter
Publication year:2021
Tag:digital transformation; ideation method; service-dominant logic; value networks; value-orientation
Page Number:20
First Page:143
Last Page:162
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:650 Management
Open access?:Nein