Dealing with Different Cultures: Overcoming Challenges of Service Design in a Multicultural World

  • Neena Gupta-BienerEmail author
  • Sanjeev Kanoria
  • Karin Messer-Misak


High rates of migration in the UK, Germany, and Austria present huge challenges for service design and delivery in these countries. How can we ensure effectiveness, efficiency, and access to healthcare system for immigrants? What kind of product-service design is needed to overcome the barrier of language and culture in universal healthcare system? In a digital age, what kinds of tools are needed that are culturally sensitive and user-friendly? What technologies in industry 4.0 can help to bridge the gap between provider and user and between practitioner and patient? This chapter would discuss these aspects based on two case studies on product-service design developed and tested in Austria and in the UK.



I am thankful to Dr. Sanjeev Kanoria for sharing the data from the ongoing CARESS project with us.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Neena Gupta-Biener
    • 1
    Email author
  • Sanjeev Kanoria
    • 2
  • Karin Messer-Misak
    • 1
  1. 1.FH Joanneum Gesellschaft mbHGrazAustria
  2. 2.Advinia Health Care LimitedLondonUK

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