This document discusses the history and concepts of service-dominant logic and service design thinking. It compares the traditional good-dominant logic focused on transactions and goods to the newer service-dominant logic focused on customer experiences and value co-creation. Service-dominant logic sees resources as dynamic capabilities rather than static goods and views customers and stakeholders as operant resources who can act on other resources to create value. The document also outlines five principles of service design thinking: user-centered design, co-creative design, sequencing touchpoints, evidencing services, and taking a holistic view of the customer experience.
27. ØÝÔ
G-D Logic S-D Logic
Goods Service
Products Experiences
Feature/attribute Solution
Value-added Co-creation of value
Profit maximization Financial feedback/learning
Price Value proposition
Equilibrium systems Complex adaptive systems
Supply Chain Value-creation network/constellation
Promotion Dialog
To Market Market with
Product orientation
Ô
Service-Dominant Logic
(Consumer and relational)
G0D$v.s$S0DÔ
31. SÔ
Tradi?onal-manufacturers
Ô
Classic-service-companies
Ô
Dividing-line-
Is-becoming-less-clearÔ
PÔ
ProductYService-System-
Product-+-Service-=-value-