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Service-Dominant Design: A Digital Ideation Method

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Architecting the Digital Transformation

Part of the book series: Intelligent Systems Reference Library ((ISRL,volume 188))

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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.

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Authors and Affiliations

  1. Informatics, Reutlingen University, Herman Hollerith Center, Reutlingen, Germany

    Jonas Bürkel & Alfred Zimmermann

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  1. Jonas Bürkel
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  2. Alfred Zimmermann
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Correspondence to Jonas Bürkel .

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Editors and Affiliations

  1. Faculty of Informatics, Reutlingen University, Reutlingen, Baden-Württemberg, Germany

    Alfred Zimmermann

  2. Faculty of Computer Science, Munich University of Applied Sciences, München, Bayern, Germany

    Rainer Schmidt

  3. University of Technology Sydney, Sydney, NSW, Australia

    Lakhmi C. Jain

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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

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