![]() ![]() The study suggests that service design can be conceptualized as simultaneously virtual and material, characterized by a defined set of principles and practices. Observation has also been carried out, and the study has employed secondary data sources emerging from company website and social media channels. This study has utilized primary data emerging from in-depth interviews with key informants. I have then selected one of the nine, Telenor Group, identified as a revelatory setting, and have developed an in-depth case on service design in an organizational context (Study2). The nine organizations are first analyzed in an exploratory fashion, aiming to understand how service design played out in these different organizational contexts (Study1). Nine large, western organizations operating across eight different sectors are analyzed, who have all opted to introduce service design to tackle a diverse range of pressing business challenges. How do the mechanisms that favor service design adoption in an organizational context operate? To seek answers to these questions, I have employed a qualitative and interpretative research design. What are the elements characterizing the organizational context within which service design is introduced that influence its introduction and existence? 2. The study confronts two research questions: 1. Through this perspective, the study aims at clarifying the elements characterizing the organizational environment within which service design is introduced and the mechanisms for its adoption in such an organizational context. I will use an institutional logics perspective, one of the key themes in institutional theory. ![]() The purpose of this study is to contribute to laying the foundations to systematically start investigating service design in an organizational context. Service design’s theoretical foundations can be found in a wide range of academic fields that span from design to management (Kimbell, 2011 Karpen, et al., 2017), making it difficult to locate and develop a cohesive argument on the topic. ![]() Despite the uptake of service design in practice, research has yet to deliver systematic empirical studies, rigorous analysis, and careful theorizing of service design and its fit within the strategies, practices, and processes of organizations (Ostrom, et al., 2015 Andreassen, et al., 2016). This quick expansion is mainly due to an increasing focus of organizations on services and customer experience, building also on the need for businesses to digitalize their commercial offers and core operations. In the last decade, service design has seen a rapid diffusion, with several service design agencies established globally and commercial organizations willing to adopt it. ![]()
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