Abstract
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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Altuntas Vural, C.: Service-dominant logic and supply chain management: a systematic literature review. J. Bus. Ind. Market. 32(8), 1109–1124 (2017). https://doi.org/10.1108/JBIM-06-2015-0121
Andrews, K.R.: The concept of corporate strategy. In: Foss, N.J. (ed.) Resources, Firms, and Strategies: A Reader in the Resource-Based Perspective. Oxford University Press, Oxford (1997)
Arnould, E.J., Price, L.L., Malshe, A.: Toward a cultural resource-based theory of the customer. In: Lusch, R.F., Vargo, S.L. (eds.) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 91–104. M.E. Sharpe, Armonk, NY (2006)
Balmer, J.M.T.: Corporate identity, corporate branding and corporate marketing—seeing through the fog. Eur. J. Mark. 35(3/4), 248–291 (2001). https://doi.org/10.1108/03090560110694763
Bastiat, F.: Selected essays on political economy. In: de Huszar, G.B. (ed.) Irvington-on-Hudson: Foundation for Economic Education (trans: Cain, S.) (1995) (Original work published 1848)
Ben Letaifa, S., Edvardsson, B., Tronvoll, B.: The role of social platforms in transforming service ecosystems. J. Bus. Res. 69(5), 1933–1938 (2016). https://doi.org/10.1016/j.jbusres.2015.10.083
Bürkel, J.: Strategy innovation: a service-dominant transformation model. Master’s dissertation. ESB Business School, Reutlingen (2018)
Cestino, J., Berndt, A.: Institutional limits to service dominant logic and servitisation in innovation efforts in newspapers. J. Media Bus. Stud. 14(3), 188–216 (2017). https://doi.org/10.1080/16522354.2018.1445163
Christopher, M., Payne, A., Ballantyne, D.: Relationship Marketing: Bringing Quality, Customer Service and Marketing Together. Butterworth-Heinemann, Oxford (1991)
Davenport, T.H., Westerman, G.: Why So Many High-Profile Digital Transformations Fail. Harvard Business Review. Retrieved from https://hbr.org/2018/03/why-so-many-high-profile-digital-transformations-fail (2018)
Davey, J., Alsemgeest, R., O’Reilly-Schwass, S., Davey, H., FitzPatrick, M.: Visualizing intellectual capital using service-dominant logic. Int. J. Contemp. Hosp. Manag. 29(6), 1745–1768 (2017). https://doi.org/10.1108/IJCHM-12-2015-0733
Frow, P., Payne, A.: A stakeholder perspective of the value proposition concept. Eur. J. Mark. 45(1/2), 223–240 (2011). https://doi.org/10.1108/03090561111095676
Grönroos, C., Voima, P.: Critical service logic: making sense of value creation and co-creation. J. Acad. Mark. Sci. 41(2), 133–150 (2013). https://doi.org/10.1007/s11747-012-0308-3
Henderson, J.C., Venkatraman, N.: Strategic alignment: a model for organizational transformation through information technology. In: Kochan, T.A., Useem, M. (eds.) Transforming Organizations. Oxford University Press, New York (1992)
Hilton, T., Hughes, T.: Co-production and self-service: the application of service-dominant logic. J. Market. Manag. 29(7–8), 861–881 (2013). https://doi.org/10.1080/0267257X.2012.729071
Kapferer, J.-N.: The new strategic brand management: advanced insights and strategic thinking, 5th edn. Kogan Page, London, PA (2012)
Le Meunier-FitzHugh, K., Baumann, J., Palmer, R., Wilson, H.: The implications of service-dominant logic and integrated solutions on the sales function. J. Market. Theory Pract. 19(4), 423–440 (2011). https://doi.org/10.2753/MTP1069-6679190405
Lusch, R.F., Nambisan, S.: Service innovation: a service-dominant logic perspective. MIS Quart. 39(1), 155–175 (2015). https://doi.org/10.25300/MISQ/2015/39.1.07
Lusch, R.F., Vargo, S.L.: Service-dominant logic: reactions, reflections and refinements. Market. Theory 6(3), 281–288 (2006). https://doi.org/10.1177/1470593106066781
Lusch, R.F., Vargo, S.L.: Service-dominant Logic: Premises, Perspectives, Possibilities. Cambridge University Press, Cambridge (2014)
Lusch, R.F., Vargo, S.L., O’Brien, M.: Competing through service: Insights from service-dominant logic. J. Retail. 83(1), 5–18 (2007). https://doi.org/10.1016/j.jretai.2006.10.002
Merz, M.A., He, Y., Vargo, S.L.: The evolving brand logic: a service-dominant logic perspective. J. Acad. Mark. Sci. 37(3), 328–344 (2009). https://doi.org/10.1007/s11747-009-0143-3
Moeller, S.: Customer Integration—A Key to an Implementation Perspective of Service Provision. J. Serv. Res. 11(2), 197–210 (2008). https://doi.org/10.1177/1094670508324677
Osterwalder, A.: The business model ontology—a proposition in a design science approach. Dissertation. Université de Lausanne, Lausanne (2004)
Osterwalder, A.: Achieve product-market fit with our brand-new value proposition designer canvas. Retrieved from http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html (2012)
Osterwalder, A., Pigneur, Y.: Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley, Hoboken, NJ (2010)
Plé, L., Chumpitaz Cáceres, R.: Not always co-creation: introducing interactional co-destruction of value in service-dominant logic. J. Serv. Mark. 24(6), 430–437 (2010). https://doi.org/10.1108/08876041011072546
Porter, M.E.: From competitive advantage to corporate strategy. In: Goold, M., Luchs, K.S. (eds.) Managing the Multibusiness Company: Strategic Issues for Diversified Groups. Routledge, London, NY (1996)
Prahalad, C.K., Ramaswamy, V.: Co-creating unique value with customers. Strat. Leadersh. 32(3), 4–9 (2004). https://doi.org/10.1108/10878570410699249
Sinek, S.: Start With Why: How Great Leaders Inspire Everyone to Take Action. Portfolio/Penguin, London (2009)
Skålén, P., Edvardsson, B.: Transforming from the goods to the service-dominant logic. Market. Theory 16(1), 101–121 (2016). https://doi.org/10.1177/1470593115596061
Skålén, P., Gummerus, J., von Koskull, C., Magnusson, P.R.: Exploring value propositions and service innovation: a service-dominant logic study. J. Acad. Mark. Sci. 43(2), 137–158 (2015). https://doi.org/10.1007/s11747-013-0365-2
Skjølsvik, T.: The impact of client-professional relationships in ex ante value creation: a service-dominant logic perspective. J. Bus. Bus. Market. 24(3), 183–199 (2017). https://doi.org/10.1080/1051712X.2017.1345259
Smith, A.: An inquiry into the nature and causes of the wealth of nations. Reprint, W. Strahan and T. Cadell, London (1904) (Original work published 1776)
Thornton, P.H., Ocasio, W.: Institutional logics and the historical contingency of power in organizations: executive succession in the Higher Education Publishing Industry, 1958–1990. Am. J. Sociol. 105(3), 801–843 (1999). https://doi.org/10.1086/210361
Vargo, S.L.: Customer integration and value creation. J. Serv. Res. 11(2), 211–215 (2008). https://doi.org/10.1177/1094670508324260
Vargo, S.L., Akaka, M.A., Vaughan, C.M.: Conceptualizing value: a service-ecosystem view. J. Creat. Value 3(2), 117–124 (2017). https://doi.org/10.1177/2394964317732861
Vargo, S.L., Lusch, R.F.: Evolving to a new dominant logic for marketing. J. Market. 68(1), 1–17 (2004). https://doi.org/10.1509/jmkg.68.1.1.24036
Vargo, S.L., Lusch, R.F.: Service-dominant logic: continuing the evolution. J. Acad. Mark. Sci. 36(1), 1–10 (2008). https://doi.org/10.1007/s11747-007-0069-6
Vargo, S.L., Lusch, R.F.: Institutions and axioms: an extension and update of service-dominant logic. J. Acad. Mark. Sci. 44(1), 5–23 (2016). https://doi.org/10.1007/s11747-015-0456-3
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Bürkel, J., Zimmermann, A. (2021). Service-Dominant Design: A Digital Ideation Method. In: Zimmermann, A., Schmidt, R., Jain, L. (eds) Architecting the Digital Transformation. Intelligent Systems Reference Library, vol 188. Springer, Cham. https://doi.org/10.1007/978-3-030-49640-1_8
Download citation
DOI: https://doi.org/10.1007/978-3-030-49640-1_8
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-49639-5
Online ISBN: 978-3-030-49640-1
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)