2–5 February 2021


Student Forum

Adopting a service design approach in financial organisations


Presenting Author(s): Virpi Kaartti
05 February 2021

Please be aware that multiple presentations will take place during this session commencing at 06:45PM AEDT and share the same zoom link. Check how presentations are clustered in the program spreadsheet when adding the calendar.

The purpose of the study is to increase knowledge of adopting a service design (SD) approach in financial organisations in Northern Europe. The study focuses on the strategic and corporate levels. The main purpose is specified by the following objectives:

To explore

-the motives, challenges and opportunities of adopting the SD approach
-the managerial approaches used in implementing change in an organisation, and their perceived success in adopting the SD approach
-the factors supporting/resisting the change in an organisation
-the role of organisational learning in the process of adopting the SD approach
-the manifestation of the adopted SD approach at the strategic and operational levels

The research methodology is based on a hermeneutic abductive approach and qualitative methods. The focus is on companies that have adopted, or are in the process of adopting a SD approach. The informants will be those who have experienced and seen the effects of this.

The study results in both scientific and practical contribution. The study extends the theoretical foundation of service design and develops theories from the management and business perspectives. This study increases the knowledge of change management as well as the factors supporting and resisting the implementation of the SD approach. Moreover, it extends the understanding of organisational learning in the process, contributing to the literature of service design, service-dominant logic and organisational change management. This study provides a practical contribution by offering novel managerial approaches for senior managers to implement a change for adopting a SD approach for business renewal.

Europe (CET): 5th February 2021 8:45 am to 9:30 am

US (EST): 5th February 2021 2:45 am to 3:30 am

Download Event Paper

Virpi Kaartti
Virpi Kaartti
Laurea University of Applied Sciences, Finland

Virpi Kaartti (M.Sc.Econ.) is Head of the Master Degree Program in Service Innovation and Design at Laurea University of Applied Sciences in Finland. Besides teaching and leading the Master's degree program, she works actively in the R&D projects. There are two ongoing projects, Finnish Design Academy and Co-creation Orchestration. Virpi has initiated and organized several international Service Innovation & Design seminars, and Nordic ServDes2012 Conference in Finland together with her colleagues. Currently she is making her PhD studies in the University of Johannesburg, South Africa.