05-08: Vanessa Esperance Rodrigues
Chair: Ilias Danatzis
A Service Design Approach to Developing Resilent Value Networks
Given the rapidly changing, complex service environment, value cocreation increasingly occurs through multifaceted interactions between customer networks and provider networks. Service-dominant (SD) logic theorizes that in such a networked context value creation transpires collaboratively. As such, service organizations need to shift from a dyadic relational perspective to determining their role and how they influence value cocreation in a many to many context. In the same vein, any disturbance or disruption affecting value cocreation processes in a network would require collaborative and coordinated action amongst actors to surface resilience and mitigate value (co)destruction.
Resilience as a term has been defined in several ways within different literature streams. Amongst others, it can refer to being proactive or reactive when recovering during and after events or both, to bouncing back to a previous state, or bouncing forward to a new state, or both. Nevertheless, a resilience perspective acknowledges the unpredictability of the events a system may generate. Thus, safeguarding against predictable disruptions and putting recovery mechanisms in place alone is not enough. Given the emergent nature of the phenomena, resilience in the service context would translate to the preservation of value requiring the participation of all actors in the network.
Recent service research spotlights the crucial role service design plays in creating novel ways of value cocreation amongst network actors. Through more active engagement in the design process, service design draws on actors’ experiences as a vital resource to imagine future services. This can be beneficial is forming a shared understanding as actors in different organizations may lack knowledge of the ancillary impact of their actions. When faced with a challenging situation, actors can draw on this shared understanding to guide their consequent service actions. Prior research on service design for value networks addresses the challenge of network level services by developing a set of models that enhances the understanding of the interactions, inter-related activities and goals of the actors and designs services to support the achievement of these goals with balanced centricity. Taking this a step further, this paper builds on extant research to explore how a service design approach might surface and enhance the resilience of value networks. In doing so it responds to the call for research on how service design can progressively evolve to involving multiple network actors and addressing possible synergies and conflicts in a balanced way. While further empirical investigation is needed, this research allows for some managerial implications. Firms adopting a service design approach for the development of services would gain from the coordinated efforts of multiple network actors to achieve value cocreation in a balanced way.