Organization Transformation & Information Systems (SIG ORSA)

Paper Type

Complete

Paper Number

1320

Description

Digitalization promises value creation potential that needs to be leveraged. Consequently, a stronger service orientation is often the result, and smart services are created. Hereby, the fundamental role of customers´ value in use is gaining importance in the innovation efforts of industrial companies. This transformation challenges innovation approaches and currently existing ways of thinking, especially in product centric industries, like manufacturing. To facilitate such transformation this study focuses on the early innovation phase. A method, developed in a design science research process, is presented, that combines related works, e.g. on service design and the means-end-chain theory into a single procedure, that helps to implement smart service innovation in a more customer-oriented and targeted manner. The method is demonstrated and evaluated in a single case study with two German manufacturing companies. Results show that the method can help to overcome known challenges in smart service innovation, and change existing mental models, even if conducted virtually.

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Aug 9th, 12:00 AM

Design-Driven Smart Service Innovation

Digitalization promises value creation potential that needs to be leveraged. Consequently, a stronger service orientation is often the result, and smart services are created. Hereby, the fundamental role of customers´ value in use is gaining importance in the innovation efforts of industrial companies. This transformation challenges innovation approaches and currently existing ways of thinking, especially in product centric industries, like manufacturing. To facilitate such transformation this study focuses on the early innovation phase. A method, developed in a design science research process, is presented, that combines related works, e.g. on service design and the means-end-chain theory into a single procedure, that helps to implement smart service innovation in a more customer-oriented and targeted manner. The method is demonstrated and evaluated in a single case study with two German manufacturing companies. Results show that the method can help to overcome known challenges in smart service innovation, and change existing mental models, even if conducted virtually.

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