{"title":"战略设计能力如何处理服务参与战略中未满足的价值","authors":"Nijs Bouman, Lianne W L Simonse","doi":"10.1108/jsm-08-2022-0259","DOIUrl":null,"url":null,"abstract":"\nPurpose\nEngaging with customers and addressing unmet value have become increasingly challenging within multi-stakeholder environments of service innovation. Therefore, this paper aims to address this challenge by studying how strategic design abilities address unmet value in service engagement strategies.\n\n\nDesign/methodology/approach\nThe authors conducted a qualitative inductive study at a multinational corporation and interviewed marketing and design professionals on their innovation practices in service engagement strategies.\n\n\nFindings\nFrom the inductive analysis, this study identified three strategic design abilities that effectively contribute to addressing unmet value throughout the co-evolving process of service engagement: envisioning value, modelling value and engaging value. Based on this, this study proposes the emerging co-evolving loop framework of service engagement strategies.\n\n\nResearch limitations/implications\nThe limitation of this emerging theory is a lack of broad generalizability with mutual exclusivity or collective exhaustiveness across industries. A theoretical implication of the framework is the integration of strategic design and services marketing towards co-created engagement strategies.\n\n\nPractical implications\nThe service engagement loop framework can be of great value to service innovation processes, for which an integrated, cross-functional approach is often missing.\n\n\nSocial implications\nThe findings further suggest that next to a methodological skillset, strategic design abilities consist of a distinct mindset.\n\n\nOriginality/value\nThis paper introduces strategic design abilities to address unmet value and proposes a novel co-evolving loop framework of service engagement strategies.\n","PeriodicalId":48294,"journal":{"name":"Journal of Services Marketing","volume":null,"pages":null},"PeriodicalIF":3.8000,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"How strategic design abilities address unmet value in service engagement strategies\",\"authors\":\"Nijs Bouman, Lianne W L Simonse\",\"doi\":\"10.1108/jsm-08-2022-0259\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nEngaging with customers and addressing unmet value have become increasingly challenging within multi-stakeholder environments of service innovation. Therefore, this paper aims to address this challenge by studying how strategic design abilities address unmet value in service engagement strategies.\\n\\n\\nDesign/methodology/approach\\nThe authors conducted a qualitative inductive study at a multinational corporation and interviewed marketing and design professionals on their innovation practices in service engagement strategies.\\n\\n\\nFindings\\nFrom the inductive analysis, this study identified three strategic design abilities that effectively contribute to addressing unmet value throughout the co-evolving process of service engagement: envisioning value, modelling value and engaging value. Based on this, this study proposes the emerging co-evolving loop framework of service engagement strategies.\\n\\n\\nResearch limitations/implications\\nThe limitation of this emerging theory is a lack of broad generalizability with mutual exclusivity or collective exhaustiveness across industries. A theoretical implication of the framework is the integration of strategic design and services marketing towards co-created engagement strategies.\\n\\n\\nPractical implications\\nThe service engagement loop framework can be of great value to service innovation processes, for which an integrated, cross-functional approach is often missing.\\n\\n\\nSocial implications\\nThe findings further suggest that next to a methodological skillset, strategic design abilities consist of a distinct mindset.\\n\\n\\nOriginality/value\\nThis paper introduces strategic design abilities to address unmet value and proposes a novel co-evolving loop framework of service engagement strategies.\\n\",\"PeriodicalId\":48294,\"journal\":{\"name\":\"Journal of Services Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.8000,\"publicationDate\":\"2023-05-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Services Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jsm-08-2022-0259\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Services Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jsm-08-2022-0259","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
How strategic design abilities address unmet value in service engagement strategies
Purpose
Engaging with customers and addressing unmet value have become increasingly challenging within multi-stakeholder environments of service innovation. Therefore, this paper aims to address this challenge by studying how strategic design abilities address unmet value in service engagement strategies.
Design/methodology/approach
The authors conducted a qualitative inductive study at a multinational corporation and interviewed marketing and design professionals on their innovation practices in service engagement strategies.
Findings
From the inductive analysis, this study identified three strategic design abilities that effectively contribute to addressing unmet value throughout the co-evolving process of service engagement: envisioning value, modelling value and engaging value. Based on this, this study proposes the emerging co-evolving loop framework of service engagement strategies.
Research limitations/implications
The limitation of this emerging theory is a lack of broad generalizability with mutual exclusivity or collective exhaustiveness across industries. A theoretical implication of the framework is the integration of strategic design and services marketing towards co-created engagement strategies.
Practical implications
The service engagement loop framework can be of great value to service innovation processes, for which an integrated, cross-functional approach is often missing.
Social implications
The findings further suggest that next to a methodological skillset, strategic design abilities consist of a distinct mindset.
Originality/value
This paper introduces strategic design abilities to address unmet value and proposes a novel co-evolving loop framework of service engagement strategies.
期刊介绍:
■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.