SERVICE DESIGN FOR SERVITIZATION. UNIVERSITY-BUSINESS COLLABORATION CASE STUDIES IN BASQUE MANUFACTURING COMPANIES

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Published: 2016-02-17

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Ion Iriarte
Faculty of Engineering- Mondragon Unibertsitatea
Daniel Justel
Faculty of Engineering- Mondragon Unibertsitatea
Alazne Alberdi
Faculty of Engineering- Mondragon Unibertsitatea
Ester Val
Faculty of Engineering- Mondragon Unibertsitatea
Itsaso Gonzalez
Faculty of Engineering- Mondragon Unibertsitatea

Abstract

In order to design integrated product-service offerings and implement servitization processes, manufacturers need practical and tangible methodologies. Service design has been suggested as a way to facilitate such processes. This paper assesses the results gathered from an experiment of the implementation of service design in six Basque manufacturers already undergoing servitization processes. Data was collected by means of participatory observation and semi-structured interviews. The findings suggest that service design allows manufacturers to go beyond product-oriented mindsets and to design integrated product-service value propositions through focusing on the experience offered to customers. Moreover, it concludes that service design can be applied without needing to fully transition towards services as a core offer. Nonetheless, manufacturers participating in this experiment highlighted the need to consider business competencies in service design in order to properly assess and manage all the change elements inherent to servitization

Article Details

Issue

No. 49 (2016): First Quarter

Section

Production, Innovation and Technology

How to Cite

SERVICE DESIGN FOR SERVITIZATION. UNIVERSITY-BUSINESS COLLABORATION CASE STUDIES IN BASQUE MANUFACTURING COMPANIES. (2016). UCJC Business and Society Review (formerly Known As Universia Business Review), 49. https://journals.ucjc.edu/ubr/article/view/1685

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