CHAPTER 5

Design of Service Offerings: Methodology and Cases

We first conceptualize the service design problem, using the design levels given in the first chapter of this work and propose a methodology that integrate all the disciplines reviewed in Chapter 3 and uses the Design Framework proposed in Chapter 4. Then, we illustrate the use of the methodology with cases that cover all the design levels.

Design Levels

We defined the following hierarchy of design levels in Chapter 1:

  1. Business service design that delivers the structure of components of the service—production, management, supporting, and others—and their relationships, together with the interaction with the environment that generates a business Capability, which provides value to customers ...

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