Codesign allows a design team to combine two sets of knowledge that are key to service
design: Customer insights into latent user needs and in-house professionals' conversion of …

Although new service development (NSD) studies have contributed to developing
systematic approaches to service innovation, their product-oriented and provider-centric …

Service design and innovation are receiving greater attention from the service research
community because they play crucial roles in creating new forms of value cocreation with …

Purpose Service design is a multidisciplinary approach that plays a key role in fostering
service innovation. However, the lack of a comprehensive understanding of its multiple …

Purpose The purpose of this paper is to investigate how vulnerable consumers can be
involved in transformative service design and how this approach may enhance the design of …

The importance of customer experiences in developing strong brands is broadly
acknowledged in the Branding literature. Yet, the divide between the functions managing the …

The relevance of marketing for public policy has been questioned because its focus on
dyadic exchanges does not consider the dynamism and complexity of public problems …

Industry 4.0 provides increasing opportunities for manufacturing companies in servitization,
which has led to the emergence of digital servitization. Several single case studies have …

Purpose The purpose of this paper is to explore the experience design phenomenon in the
cultural sector. Specifically, it purports to articulate a set of design characteristics that support …

Purpose Service design is a multidisciplinary approach that is key to service innovation, as it
brings new service ideas to life. In this context, the development of new service design …