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Service Design

  • By: John W. Schouten & Diane M. Martin
  • In: Green Business: An A-to-Z Guide
  • Edited by: Nevin Cohen & Paul Robbins
  • Subject:Sustainability, Environmental Policy & Law (general)

A green service is one that meets the needs of consumers by providing the benefits of product use without the necessity of ownership. Rather than purchasing tangible goods to meet every need, consumers can rent or share the use of physical products, or simply receive the benefits the products would normally provide. Green service design follows a number of principles, including service-dominant logic (SDL) and dematerialization.

Scholars Stephen Vargo and Robert Lusch describe service-dominant logic as a way of focusing strategy on meeting people's needs, that is, providing them service, rather than on trying to sell them physical products. Whereas most companies take a product sales perspective, delivering benefits by selling products, green businesses may use SDL to gain competitive advantage in a variety of ways. ...

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