Value-Creation Through Service

NBD409 Value-Creation Through Service

Autumn 2019

Spring 2020
  • 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

    Knowledge - the candidate

    • Has good general understanding of service and service innovation and its role in creating value for customers.
    • Has advanced 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.

    Skills - the candidate

    • Is able to apply understanding from service innovation to the management of stimulating service innovations
    • Can apply design thinking, through exercises, in all stages of developing a new service


    General competence - the candidate

    • Understands the fundamentals pertaining to customer value added
    • Sees design thinking as a natural part of value creation
    • Understands adoption processes and how to overcome resistance to adopt

  • Teaching

    Regular lecturers, use of cases to illustrate the theory, and pratical hands-on exercises. Active student participation is expected and required.

  • Credit reduction due to overlap

    This course is identical to MBM429, and there is a 100% credit reduction if you take both courses.

  • Assessment

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

  • Grading Scale

    Grading scale A - F.

  • Computer tools

    The course homepage on Canvas provides students with updates and messages.

  • Literature

    Text book: "Competing Against Luck" Clayton M Christensen, Taddy Hall, Karen Dillon, and David S. Duncan, Harper Buisness, 2016.

    A collection of articles will be used.


ECTS Credits
Teaching language

Spring. Offered spring 2019.

Course responsible

Professor Tor W. Andreassen, Department of Strategy and Management.