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ServiceDominantLogic.Changingperspec5ve,revisingthetoolbox
NicolaMorelli&AmaliaDeGötzen
@ServDes2016
Service ≠ Product
PRODUCT DOMINANT ENTITIES
SERVICE DOMINANT ENTITIES
Value co-producion(Norman – Ramirez)
Interaction(Pacenti, Sangiorgi, Parker-Heapy)
Social construction of services (Morelli)
valueisdefinedbyandco-createdwiththeconsumer,ratherthanembeddedinoutputVargo&Lusch,2004
Theenterprisecannotdelivervalue,butonlyoffervalueproposi:ons,…itcannotcreateand/ordelivervalueindependentlyVargo&Lusch,2004
Designing FOR Services (Kimbell, Sangiorgi)
Creating frameworks for value co-creation (Secomandi and Snelders)
Activating citizens for value-creation (Bason)
Shifting from ownership to access (Rifkin 2000)
Product dominantService as a process => Prescriptive strategiesServer(active) VS Client(passive)Solution holders VS Problem Holders
Service Dominant Logic. Service as:Interaction A social constructionAccess to resources
Producer(Designer) Producer/user User InnovaJonecosystem
Control
Product Dominant
Fast food
IKEAEducation
AirB&BSocial networks
• Prescripions
• Expert Design
• Relational qualities• Opportunities for
collaboration
• Diffuse Design
Producer(Designer) Producer/user User InnovaJonecosystem
Control
Product Dominant
Fast food
IKEAEducation
AirB&BSocial nework
EXPERT DESIGN DIFFUSE DESIGN
3LEVELSofacJonfordesign
• Value in use. The ground for the interaction and value coproduction
• Infrastructure. Processes and organisation of the ground for interaction
• Governance. Policies and scale-up processes
• WHAT ARE THE IMPLICATION OF THIS NEW APPROACH?
• DO WE NEED NEW TOOLS/METHODS?
Valueinuse• Tools for conversation• Prototypes• (Video) Sketches• Narrative tools (Storyboards, journeys…)
Experience prototypes
Video Skeching
Infrastructure
• Processes• Organisation • Technical infrastructure
Mediaion/interpretation tools
Governance
• Building capacities• Replicability• Scalability
Governance
• Service Architecture• Replicability• Scalability
Mapping the actors
Mapping value creaiton
Governance
• Mapping capabilities• Mapping value
creationActor Typeofknowledge ValueAdded
User Personal/Tacit AQenJon/Relevantcontent
CommunityProvider Social/AggregaJve AggregaJon
AssociaJons ContentRelated Event/Relevantcontent
TechnicalBrocker Technical TechnicalsoluJons
LocalBusiness Service/Businessrelated Personal/Locallyrelevant/Financialsupport
Municipality ConnecJve FinancialSupport
ProductDominant ServiceDominant
Value co-creation
Systemic view
Social construction approach
Interaction tools
EXPERT DESIGN
DIFFUSE DESIGN
DIFFUSE DESIGN
EXPERT DESIGN
SRATEGIC DESIGN
Gov
erna
nce
Infra
srtu
ctur
eVa
lue
in u
se ToolsforconversaJonPrototypesNarraJve
BlueprintingInterpretation tools
Actor mappingService architectures
