2–5 February 2021


Short Paper

An application framework of service design for servitization


Presenting Author(s): Peng Lu
05 February 2021

Please be aware that multiple presentations will take place during this session commencing at 07:45PM AEDT and share the same zoom link. Check how presentations are clustered in the program spreadsheet when adding the calendar.

Einola et al. (as cited in Kohtamäki, Rabetino, & Einola, 2018, p. 186) pointed out that “the tensions that manufacturers face when transitioning from manufacturing products toward the provision of customized integrated solutions are often paradoxical in nature,” which could be taken as the cultural and corporate challenges of adopting a servitization business strategy (Baines et al., 2009; Viet et al., 2013). As an emerging design field, service design offers a holistic, human-centered, co-creative approach to developing new services (Costa et al., 2018), which has the potential to be embodied in the process of servitization. This short paper tries to build a general framework: The Application of Service Design for Servitization (ASDS) Framework, in which 3 levels of service design applications in the servitization transition for a company are proposed, and corresponding roles of service design are discussed. The goal of this framework is to guide and categorize research related to service design being utilized in the process of servitization, and transfer the Service-Dominate logic (S-D Logic) inside the organization.

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Peng Lu
Peng Lu
Politecnico di Milano in Italy

Peng Lu is currently a MSc student in Politecnico di Milano in Italy, in which he is taking a double-degree program in Product-Service System Design and Management Engineering; previously, he got a BEng degree in Architecture in China.

He is taking a part-time internship in Osservatori , which is a think tank founded by the School of Management of Politecnico di Milano. He also runs a Wechat public account ""LuPeng-Thoughts"". In addition, he worked as a researcher participant for the ""Chinese Service Design Bluebook"" project organized by China-Italy Design Innovation Hub of Tsinghua University.

He is interested in how service design could be linked to service science, management, and engineering (SSME), and how service design contributes to business model innovation.