The Service Dominant Strategy Canvas: Towards Networked Business Models

  • Egon Lüftenegger
  • Paul Grefen
  • Caren Weisleder
Part of the IFIP Advances in Information and Communication Technology book series (IFIPAICT, volume 380)


Service orientation, customer focus and collaboration between firms are profoundly changing the way of doing business. Marketing scholars are the first academics to conceptualize these changes under a new mindset, known as the Service Dominant Logic. However, management constructs are needed to apply this mindset to the business environment. Therefore, we have developed a new conceptual model of a Service Dominant Strategy with a visual representation in the form of a canvas. Our model is constructed by integrating current definitions of a Service Dominant strategy and by confronting them with traditional strategies. The model facilitates the design of Service Dominant strategies by answering the questions associated with fifteen elements. Experimental application of our approach in several industry domains shows the importance of both strategic level design and Service Dominant thinking.


service dominant strategy service dominant logic business canvas strategy model service science 


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Copyright information

© International Federation for Information Processing 2012

Authors and Affiliations

  • Egon Lüftenegger
    • 1
  • Paul Grefen
    • 1
  • Caren Weisleder
    • 2
  1. 1.School of Industrial EngineeringEindhoven University of TechnologyEindhovenThe Netherlands
  2. 2.De Lage Landen International B.V.EindhovenThe Netherlands

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