Skip to main content
SpringerLink
Log in

Linking Services Design to Strategy

  • Conference paper
Exploring Services Science (IESS 2012)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 103))

Included in the following conference series:

  • 1084 Accesses

Abstract

Services Design can be a key asset for competitive advantage, as an instrument for operational excellence or strategic positioning. As the activity aimed to create meaning, design plays a pervasive role on strategic positioning. From the need to develop the design discourse according to the strategic position and vice-versa. This paper focuses on the conceptual connections between both, defining a framework for their simultaneous development and definition, in straight connection to the company’s activities. We present and describe the use of a specific methodology tool, the Strategic Design Opportunity Matrix (SDOM), that allows a visual description of the areas of design on which to perform, according to selected value attributes linked related to the company’s activities. This will contribute to the definition of the Design Discourse that will support the strategic positioning statement.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Porter, M.: What is Strategy? Harvard Business Review (November-December 1996)

    Google Scholar 

  2. Ries, A., Trout, J.: The Positioning Era Cometh. Advertising Age Crain Publications (1972)

    Google Scholar 

  3. Mcluhan, M.: Understanding Media: The Extensions of Man. Gingko Press (2003)

    Google Scholar 

  4. Fraser, H.: Designing Business: New Models for Success. In: Lockwood, T. (ed.) Design Thinking, Design Management Institute, pp. 35–45 (2010)

    Google Scholar 

  5. Best, P.: Branding and Design Innovation Leadership: What’s next? In: Lockwood, T. (ed.) Design Thinking, Design Management Institute, pp. 145–155 (2010)

    Google Scholar 

  6. Rockwell, C.: The Mathematics of Brand Satisfaction. In: Lockwood, T. (ed.) Design Thinking, Design Management Institute, pp. 221–229 (2010)

    Google Scholar 

  7. Parasuraman, A., Zeithaml, V.A., Berry, L.L.: A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing 49(4), 41–50 (1985)

    Article  Google Scholar 

  8. Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser Jr., W.E., Schlesinger, L.A.: Putting the Service Profit Chain to Work. HBR (March-April 1994)

    Google Scholar 

  9. Heskett, J.: Toothpicks & Logos, Design in Everyday Life. Oxford University Press (2002)

    Google Scholar 

  10. Zaballa, R.: Services Design for People. In: Morin, J.-H., Ralyté, J., Snene, M. (eds.) IESS 2010. LNBIP, vol. 53, pp. 207–214. Springer, Heidelberg (2010)

    Chapter  Google Scholar 

  11. Verganti, R.: Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean. Harvard Business Review (2009)

    Google Scholar 

  12. Zeithaml, V.: Consumer Perceptions of Price Quality and Value: A Means-And Model and Syntheis of Evidence. Journal of Marketing 52(3), 2–22 (1988)

    Article  Google Scholar 

  13. Shevket, N.H., Celik, T.: Value of a Product: Definition. International Journal of Value Based Management 12(2), 181–191 (1999)

    Article  Google Scholar 

  14. International Council of Societies of Industrial Design, http://www.icsid.org/about/about/articles31.htm

  15. International Council of Societies of Industrial Design, http://www.icsid.org/about/about/articles33.htm

  16. Lockwood T.: Design Thinking. In: Lockwood, T. (ed.) Design Management Institute (2011)

    Google Scholar 

  17. Cagan, J., Vogel, C.: Creating Breakthrough Products. Prentice Hall, Princeton (2002)

    Google Scholar 

  18. Parasuraman, A., Zethaml, V., Berry, L.: SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing 64(1), 12–40 (1988)

    Google Scholar 

  19. Martin, R.: The Design of Business: Why Design Thinking is the Next Competitive Advantage. Harvard Business Press (2009)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. La Salle Innovation Park of Services for People (La Salle Campus Madrid), Spain

    Rafael Zaballa

Authors
  1. Rafael Zaballa
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. University of Geneva, Carouge, Switzerland

    Mehdi Snene

Rights and permissions

Reprints and permissions

Copyright information

© 2012 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Zaballa, R. (2012). Linking Services Design to Strategy. In: Snene, M. (eds) Exploring Services Science. IESS 2012. Lecture Notes in Business Information Processing, vol 103. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28227-0_25

Download citation

  • DOI: https://doi.org/10.1007/978-3-642-28227-0_25

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-28226-3

  • Online ISBN: 978-3-642-28227-0

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation