Paper NO.77: light of the SD-logic

Paper NO.77

light of the SD-logic
Nina Costa, Lia Patrício, Nicola Morelli

Researchers and practitioners have increasingly recognized the importance of offering value propositions to customers that enable value co-creation as discussed in the service dominant logic (SD-logic). SD-logic recognizes customers as active co-creators and posits that products and services are only means to an end. Also, different approaches, methods and tools have been developed to design value propositions however they still lack to explicit the SDlogic principles. The design of solutions that provide value in-use is at the centre of both Product Service System (PSS) approach and service design (SD). Whereas PSS focuses on designing required functions and aims at sustainability, embedding a more organizationcentred approach and problem-solving way of thinking; SD adopts a more human-centred perspective for creative enquiry and focuses on the customer experience, orchestrating interactions between different actors that engage over time, in a complex socio-technological environment. Although SD becomes more established as a discipline, it tends to focus on the early stages of the design process and could further expand its impact if integrated with current organizational innovation approaches. Moreover, PSS design is currently well known in industries and similar principles may be shared among these disciplines. However, so far, these approaches have not been fully integrated. This paper analyses the PSS and SD approaches in light of the SD-logic. It attempts to provide a more comprehensive discussion about these two approaches and proposes a conceptual framework for integrating PSS organizational point of view; and SD human-centred focus to design better service.