Value-Creation Through Service

NBD409 Value-Creation Through Service

  • Topics

    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

    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

    Teaching

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

  • Credit reduction due to overlap

    Credit reduction due to overlap

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

  • Assessment

    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

    Grading scale A - F.

  • Computer tools

    Computer tools

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

  • Semester

    Semester

    Spring.

  • Literature

    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.

Overview

ECTS Credits
7.5
Teaching language
English.
Semester
Spring

Course responsible

Tor W. Andreassen, Department of Strategy and Management.