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The Positive Impacts of Using the Service Design Approach for Expanding the Innovative Potential on Business

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Part of the Smart Innovation, Systems and Technologies book series (SIST,volume 198)


With the increasing influence of the Experience Economy, the conceptual differentiation of the terms Goods and Services has lost relevance in the context of generating value for the final customer. Culture, structure and strategy centered on the client (internal and external), regardless of their size and time of life, stand out. It is in this scenario that the Service Design approach stands out as a strategy for the development of innovative solutions and initiatives in companies of all sizes, due to their low cost and complexity of implementation. The present study seeks to structure, based on bibliographic review (academic and market) and case studies, a deeper understanding of a framework proposed based on design approaches to help companies understand the potential positive impacts it can have on the business strategy, sustainability and innovative potential.


  • Service design
  • Experience economy
  • Small business
  • Innovation

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  • DOI: 10.1007/978-3-030-55374-6_13
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I would like to thank my family and friends for the unconditional support I received at every stage of my life and career and in this work.

Especially my mother, first supporter and defiant and eternal mentor and coach.

To my father and grandmother, for the opportunity and gift to discover and work from an early age on my passion and purpose.

And to my teachers and co-authors, for the opportunity given, and for all the support, shared knowledge and words of encouragement that led to the development of this work and many others to come.

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Correspondence to Giovanna Silva .

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Silva, G., Gaspar, R., Facó, J.F.B., de Andrade, A.A. (2021). The Positive Impacts of Using the Service Design Approach for Expanding the Innovative Potential on Business. In: Pereira, L., Carvalho, J., Krus, P., Klofsten, M., De Negri, V. (eds) Proceedings of IDEAS 2019. IDEAS 2018. Smart Innovation, Systems and Technologies, vol 198. Springer, Cham.

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