The Service Dominant Strategy Canvas: Towards Networked Business Models

Abstract : Service orientation, customer focus and collaboration between firms are profoundly changing the way of doing business. Marketing scholars are the first academics to conceptualize these changes under a new mindset, known as the Service Dominant Logic. However, management constructs are needed to apply this mindset to the business environment. Therefore, we have developed a new conceptual model of a Service Dominant Strategy with a visual representation in the form of a canvas. Our model is constructed by integrating current definitions of a Service Dominant strategy and by confronting them with traditional strategies. The model facilitates the design of Service Dominant strategies by answering the questions associated with fifteen elements. Experimental application of our approach in several industry domains shows the importance of both strategic level design and Service Dominant thinking.
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Egon Lüftenegger, Paul Grefen, Caren Weisleder. The Service Dominant Strategy Canvas: Towards Networked Business Models. 13th Working Confeence on Virtual Enterpries (PROVE), Oct 2012, Bournemouth, United Kingdom. pp.207-215, ⟨10.1007/978-3-642-32775-9_21⟩. ⟨hal-01520418⟩

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