A service science perspective on business model innovation.pdf.pdf

Industrial Marketing Management 42 (2013) 665–670
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Industrial Marketing Management
A service science perspective on business model innovation
Paul P. Maglio a,b,⁎, Jim Spohrer b,1
a University of California, Merced, United States
b IBM Research, Almaden, 650 Harry Rd, San Jose, CA 95120, United States
article info abstract
Article history: Using four basic principles of service science, we systematically explore value-proposition design as one type of
Received 31 January 2012 business model innovation. Service anization and human understanding with business and
Received in revised form 29 March 2013 technological understanding to categorize and explain service systems, including how they interact and evolve to
Accepted 19 April 2013
cocreate value. Our goal is to apply a scientific approach to advance design and innovation in service systems. Our
Available online 21 May 2013
foundation is service-dominant logic, which provides perspective, vocabulary, and assumptions on which to
build a theory. Our basic theoretical construct is the service system, entities that are dynamic configurations of
Keywords:
Service science four kinds of resources. Our core principles center on the way value puted within and among entities,
Business model innovation how interaction is based on access to resources and their capabilities, and