The successful adoption of a Service Dominant Logic in organizations requires more than the introduction of service offerings; in this paper we argue that it requires a conscious and parallel evolution of the understanding of service, design and users. We suggest how the creation of conversation tools could help organizations become aware of their positioning within this evolution and consider applying relevant strategies. The paper firstly reviews how the understanding of service, design, and users has evolved in the last few decades, identifying three main stages that are then summarized in a theoretical framework. Based on this framework, we developed the first version of a tool for organisational inquiry and applied it to employees in a large global company. We present key findings from this ongoing study1, discussing how the tool might help an organisation align its vision and understanding across departments.
Service Dominant Logic, Manufacturing Sector, Service Innovation,
Conversation piece
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