Using Interactive Research and Constructive Method in Adapting Business Model Thinking to Service Logic

Abstract

The purpose of this paper is to increase the knowledge of application of interactive research and constructive method in adapting business model thinking to service logic. This paper explains how these empirical research approaches were applied in the development of Service Logic Business Model Canvas. The process took 18 months and involved a large number of practitioners from various industries as well as academics. As the result, this paper evaluates the usability of the interactive research and constructive method in the context of service research. It finds both advantages and challenges in using these methods.