What is it about?
This paper introduces strategic design abilities in order to address unmet value and proposes a novel co-evolving loop framework of service engagement strategies.
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Why is it important?
The service engagement loop framework can be of great value to service innovation processes, for which an integrated, cross-functional approach is often missing.
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This page is a summary of: How strategic design abilities address unmet value in service engagement strategies, Journal of Services Marketing, May 2023, Emerald,
DOI: 10.1108/jsm-08-2022-0259.
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