Value-Creation through Service (new code NBD409)

MBM429 Value-Creation through Service (new code NBD409)

  • Topics


    • Business model innovation.
    • Service innovation challenges at the firm level.
    • Service innovation management with a focus on value creation, based on service dominant logic (service logic).
    • Service design and design thinking as driver for innovation.
    • Customer Journey Mapping to identify various touch points for excellent customer experiences.
    • Commercial issues pertaining to adopting innovations, e.g. overcoming resistance to adopt.

  • Learning outcome

    Learning outcome

    Close to 80 % of most OECD countries' GDP comes from service.

    After the course, students should have

    • A good general understanding of service innovation and its role in creating value for customers.
    • Particularly good understanding of service innovation characteristics and service innovation challenges at the firm level ¿ seen through the eyes of customers, including business model innovation and organizational culture transformation, and service design thinking.
    • Be able to apply this understanding to the management of stimulating service innovations.

  • Teaching


    Regular lecturers, use of cases to illustrate the theory, and pratical hands-on exercises.

  • Required prerequisites

    Required prerequisites


  • Requirements for course approval

    Requirements for course approval



  • Assessment


    Evaluation is based on a term paper that will be developed throughout the semester and graded after hand in by end of course.

  • Grading Scale

    Grading Scale

    Grading scale A - F.

  • Computer tools

    Computer tools

    The course homepage on its learning provides students with updates and messages.

  • Semester



  • Literature


    A collection of articles will be used.


ECTS Credits
Teaching language

Course responsible

Tor W. Andreassen, Department of Strategy and Management.