Service Design as an Approach to Implement the Value Cocreation Perspective in New Service Development
Abstract
Although new service development (NSD) studies have contributed to developing systematic approaches to service innovation, their product-oriented and provider-centric perspectives are limited in embracing a value cocreation concept. We investigate how Service Design, as a human-centered and creative approach to service innovation, can reframe NSD processes to implement value cocreation. Multiple case studies on Service Design projects indicate...
Paper Details
Title
Service Design as an Approach to Implement the Value Cocreation Perspective in New Service Development
Published Date
May 26, 2017
Journal
Volume
21
Issue
1
Pages
40 - 58
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