Cassab, Harold; Tuunanen, Tuure; Peffers, Ken; Gengler, … - In: Service Science 2 (2010) 3, pp. 177-195
A major challenge in service design is the ability to generate useful service concepts for development. New service concepts, however, are often difficult for customers to articulate. In this study we address the idea generation stage of the service development process and suggest the...