Service innovation roadmaps as benchmarks for organizational learning

¹ Institut für Service Design, Hamburg; University of Applied Sciences, Wedel, Germany
² Projekt 3T, Frankfurt, Germany
³ Pforzheim University, Pforzheim, Germany
⁴ Hamburg University, Signal Iduna Group, Hamburg, Germany

^* Corresponding author: markus.warg@ifsd.hamburg

Abstract

The purpose of this paper is to better understand how responsible entities like people, organizations, regional governments can approach their learning and development strategies [15]. Despite all the heterogeneity in the respective “run-transform-innovate” contexts of the different responsible entities, they all have in common that they have to become “better future versions of themselves” to overcome their challenges [40]. Using the example of organizations, the concept of Service Innovation Roadmaps (SIR’s) is introduced to broaden a discussion in this area that has so far been very technology-focused [15, 28, 40]. In order to identify and take into account new dimensions and to give greater consideration to other nontechnological aspects as well, the research design of “theory adaptation” is chosen [16].