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Innovation: A Critical Assessment of the Concept and Scope of Literature Read chapter Read first chapter

2015 | OriginalPaper | Chapter

The Architecture of Service Innovation

Author : James Moustafellos

Published in: The Handbook of Service Innovation

Publisher: Springer London

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Abstract

Innovation is about introducing something new. It occurs when we see the possibilities and opportunities others are missing. Sometimes, in order to see and understand our world better, we have to remove ourselves from a direct relationship with the subject we are observing and instead rely upon abstractions for needed distance, a new perspective and objectivity. For this study, an ARCHITECTURAL lens is applied to the field of Service Design to provide a new perspective on the subject and create the needed conditions for innovation. First, products and services are defined and architecture is positioned as a hybrid field with qualities of both. Next, architectural lessons from the Greeks and Romans are related to service design to provide criteria for approaching and assessing services. Finally, five architectural typologies are analyzed and used as service design models. These typologies offer insights and considerations not found in current service design methodologies, ideally providing the newness needed to foster innovation.

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previous chapter Servitization as Innovation in Manufacturing—A Review of the Literature
next chapter Innovation or Resuscitation? A Review of Design Integration Programs in Australia
Footnotes
1
From http://​www.​merriam-webster.​com/​dictionary/​innovation accessed 30 April 2013 10:13 am for “artifact”.
 
3
For an explanatory diagram of innovation related to science, art and design, see Roos (2011).
 
5
This passage taken from van Doesburg and van Eesteren’s “Commentary on Manifesto V” reflects the De Stijl movement’s origins in mathematics (through the influence of Schoenmakers’ writings) and the attempt to reframe architecture not as an art but instead as a discipline based upon objective and universal truths (hence the limited vocabulary of horizontal and vertical directions, primary colors, and black, white and gray). As stated by van Doesburg at the International Artists Congress in Dusseldorf in May 1922, “We are preparing the way for the use of an objective universal means of creation.” (Conrads 1970) This passage represents art and architectural theory influenced by science, rather than true scientific theory.
 
6
As stipulated in the American Institute of Architects’ standard contract “Abbreviated Standard Form of Agreement Between Owner and Architect (No. B151)/Article 6: Use of Architect’s Instruments of Service: “Upon execution of this Agreement, the Architect grants to the Owner a nonexclusive license to reproduce the Architect’s Instruments of Service solely for purposes of constructing, using and maintaining the Project, provided that the Owner shall comply with all obligations, including prompt payment of all sums when due, under this Agreement. The Architect shall obtain similar nonexclusive licenses from the Architect’s consultants consistent with this Agreement. Any termination of this Agreement prior to completion of the Project shall terminate this license. Upon such termination, the Owner shall refrain from making further reproductions of Instruments of Service and shall return to the Architect within seven days of termination all originals and reproductions in the Owner’s possession or control.”.
 
7
Vitruvius (born c. 80–70 BC, died after c. 15 BC) is known for his multi-volume architectural treatise De Architectura in which he established 3 essential components for architecture: Firmitas, Commoditas, Venustas. Venustas is traditionally translated as delight, the realm of emotions in architecture.
 
11
Translations of Firmitas, Commoditas and Venustas vary. Also translated as Durability, Convenience and Beauty by Morgan (1914).
 
12
In 2011 Lucy Kimbell introduced me to the concept of applying Vitruvian principles to assessing other disciplines related to experience and innovation. Our conversation is the root of developing the idea and reinterpreting the Vitruvian principles into a model for assessing service innovation here.
 
15
Leach (1997) ‘Rethinking Architecture: A reader in cultural theory’ Routledge; London and New York pp. 210.
 
17
From http://​www.​merriam-webster.​com/​dictionary/​power accessed 29 November 2013 11:37 am.
 
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Metadata
Title
The Architecture of Service Innovation
Author
James Moustafellos
Copyright Year
2015
Publisher
Springer London
Book
The Handbook of Service Innovation

Print ISBN: 978-1-4471-6589-7

Electronic ISBN: 978-1-4471-6590-3

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-1-4471-6590-3_20