... the approach of service design. Design/methodology/approach Employing a design science research approach, this study investigates the intentional and targeted reuse of service concept elements for modular service design. It develops four general design principles and applies them in a real-world context...

...Jorge Grenha Teixeira; Lia Patrício; Tuure Tuunanen Service innovation Methodology Service design Design science research Service design plays an increasingly important role in service research, as it brings new service ideas to life (Ostrom et al., 2010), thus enabling...