Anticipating Change by Exploring Potential Futures
Salo, Sofia (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024053018450
https://urn.fi/URN:NBN:fi:amk-2024053018450
Tiivistelmä
In today's fast-paced business landscape, companies must adapt quickly to changing market trends, technologies, and customer needs to stay competitive. Leaders in the global marketplace excel by rapidly developing products and leveraging internal and external resources effectively. The objective of this thesis is to investigate the potential benefits of combining service design and foresight methodologies in a service innovation process and explore how these approaches can contribute to the development of dynamic capabilities within an organization.
This thesis draws upon four theories that are relevant to service innovation, namely Service-Dominant Logic, Design thinking, Futures thinking, and Dynamic capabilities. The development work of this thesis was done with an organization of an ICT company in Finland and follows a service innovation process grounded on foresight and service design to create and evaluate new service concepts. A combination of customer insights synthesis, environmental and trend scanning, ideation workshops, futures wheel, and impact and probability matrix were used to generate and assess the potential outcomes of different service portfolio scenarios.
The findings suggest that combining the use of service design and foresight can enhance an organization's dynamic capabilities to sense and seize opportunities for service innovation. The tools used in the development work enabled the sensing and seizing of new service opportunities, leading to the selection of a service portfolio scenario for further testing and implementation, and marking progress towards a desired end-state of the portfolio.
A thorough evaluation of the Service Innovation Process Grounded on Foresight and Service Design framework across all four phases could provide valuable insights into its practicality. Future research should focus on extending the development work, evaluating outcomes and impacts, and exploring its application in diverse contexts to gain deeper insights into its adaptability and success.
This thesis draws upon four theories that are relevant to service innovation, namely Service-Dominant Logic, Design thinking, Futures thinking, and Dynamic capabilities. The development work of this thesis was done with an organization of an ICT company in Finland and follows a service innovation process grounded on foresight and service design to create and evaluate new service concepts. A combination of customer insights synthesis, environmental and trend scanning, ideation workshops, futures wheel, and impact and probability matrix were used to generate and assess the potential outcomes of different service portfolio scenarios.
The findings suggest that combining the use of service design and foresight can enhance an organization's dynamic capabilities to sense and seize opportunities for service innovation. The tools used in the development work enabled the sensing and seizing of new service opportunities, leading to the selection of a service portfolio scenario for further testing and implementation, and marking progress towards a desired end-state of the portfolio.
A thorough evaluation of the Service Innovation Process Grounded on Foresight and Service Design framework across all four phases could provide valuable insights into its practicality. Future research should focus on extending the development work, evaluating outcomes and impacts, and exploring its application in diverse contexts to gain deeper insights into its adaptability and success.