A model of service design elements to understand innovative service processes

This paper aims to provide an understanding of innovative service design processes by comparing service design logic with the entrepreneurial logics of causation, effectuation and bricolage (CEB). The paper draws upon empirical data to show how both service design logic and entrepreneurship logics may help us to create more innovative service design outcomes. In this process, we hope to understand how the creation of value enters into the service innovation process through co-creation between customers, organisations, ecosystem members and society. Data used within this paper includes deep qualitative interviews with key stakeholders, written documents and participative observation. From our analysis, we develop a model of service innovation design that shows how design logics and entrepreneurial logics influence the development of new and innovative services.