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Authorized Russian translation ofthe English edition ofThis IsService Design Doing

2018 Marc Stickdorn, Markus Hormess, Adam Lawrence, Jakob Schneider.

This translation ispublished andsold bypermission ofOReilly Media, Inc., which owns orcontrols all rights topublish andsell thesame

  , , .   , 2023


* * *








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Adam Cochrane, Adriana Ojeda, Agnieszka Mrz, Ahmad Heshmat, Aimee Tasker, Alexander Staufer, Amy Barron, Ana Luis, Ana Osredkar, Andr Diniz de Moraes, Andreas Conradi, Andreas Kupfer, Anna Pfeifer, Anne Sofie Laursen, Ariane Fricke, Arthur Yeh, Barbara Niederschick, Beatriz Ricci, Belinda Garfath, Bengi Turgan, Brandon Ward, Bree Miller, Brian Clark, Camilla Bengtsson, Carlos Martinez, Carola Verschoor, Carolina Lpez Toms, Caroline Gagnon, Charles Woolnough, Chris Ferguson, Chris Roth, Christian Bessembinders, Christof Z?rn, Claudia Br?ckner, Claudio Stivala, Clizia Welker, Daragh Henchy, Dariusz Paczewski, David Hernandez, Dennis Flood, Diego Passos, Diogo Rebelo, Dmitry Zenin, Do Hyeung Kim, Eerikki Mikkola, Elena Bernia, Elena Klepikova, Elizabeth Kimball, Eric Horster, Erik Flowers, Fabin Longhitano, Fabian Segelstr?m, Felipe Montegu, Ferdinand Grah, Filipa Silva, Florian Egger, Francis Szilard Szakacs, Frank Danzinger, Fred Zimny, Frederic Dimanche, Gabriel Jimnez Andreu, Gerry Scullion, Graham Hill, Grete Haukelid, Guillaume Py, Hadas Arazi, Hajj Flemings, Henriette S?gaard Clausen, Ieva Prodniece, Ileana Manera, Ingrid Burkett, Irena Korcz, Iryna Prus, Ivan Boscariol, Izabela Piotrowska, Jaap Daalhuizen, Jane Vita, Jason Grant, Jens Wiemann, Jia Liang Wong, Jody Parra, Josef Winkler, Joseph McCarthy, Joumana Mattar, Juan David Martin, Juan Gasca, Juha Kronqvist, Julio Boaventura Jr, Kaja Misv?r Kistorp, Karin Lycke, Katharina Ehrenm?ller, Katharina Rainer, Kathryn Grace, Katrin Mathis, Kelsea Ballantyne, Kitjakaan Chuaychoowong, Kristin Low, Laura Mata Garc?a, Lennard Hulsbos, Leon Jacobs, Leonides Delgado, Lina Arias, Lindsay Tingstr?m, Linus Schaaf, Lisa Gately, Lucas Freed, Luis Francisco Lpez, Luis Miguel Garrigs Escobar, Lukasz Foks, Luke McKinney, Lysa Morrison, Mai Saito, Manuel Grassler, Manuela Boaventura, Manuela Procopio, Marcin Nieweglowski, Marco Di Norcia, Marianne Brierley, Mariusz Muraszko, Mark Cameron, Mark Goddard, Marlies Deforche, Marta Grochowska, Martha Valenta, Martin Heider, Martin Hrdlicka, Masaaki Nagao, Massimo Curatella, Matt Edgar, Maurice Vroman, Mauricio Manhaes, Mauro Rego, Max Niederschick, Megan Miller, Michael Darius, Michael Kacprzak, Mikael Sepp?l?, Mike Laurie, Mikkel Hansen, Mikko V??t?inen, Monica Puoli, Monica Ray Scott, Morten Skovvang, Natasche Padialli, Nathan Lucy, Nicola Giacch?, Nicolaas Bijvoet, Niels Corsten, Niels Verhart, Nurit Millo, Owen Hodda, Pablo lvarez, Patricia Stark, Patti Hunt, Paul Flood, Pedro Moreira daSilva, Peesasadech Pechnoi, Peter Jaensch, Peter Jordan, Phillippa Rose, Primoz Mahne, Rafael Poiate, Ren Chang Soo, Ricardo Stucchi, Riccardo Ghignoni, Richard McMurray, Richard Tom, Richard Turner, Ron Bronson, Ross Robinson, Rui Quinta, Rupert Tebb, Seong-Eun Lee, Shahla Khan, Shaun Rolls, Simon Roberts, Sophie Buergin, Stefan Holmlid, Stefan Moritz, Stephan P?hler, Tadjine Nadim, Tenna Doktor Olsen Tvedebrink, Tero Marin, Tero V??n?nen, Teun denDekker, Thomas Sprangers, Tiago Nunes, Tiina Maria Honkanen, Tim Smith, Tiziano Luccarelli, Tomas Vergara, Trevor Jurgens, Tuan Huynh, Ulf H?cker, Valeria Adani, Valeria Grauso, Veronica Fossa, Vicky Tiegelkamp, Wilbert Baan, William Bakker, William Green, William Spiga, Yolanda Ladia, Yosef Shuman, Zuzanna Ostafin


  

  ,      ,     .      (  ).

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Soy apasionado por el dise?o de servicios. Estoy interesado que ms personas tengan acceso ametodolog?as y herramientas de dise?o de servicios[4 -  -.   ,        -. Ѡ   -.  ,         - (.). . .].

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01  -



1.1   (#x8_x_8_i0)

1.2  (#x9_x_9_i0)

1.2.1   (#x9_sigil_toc_id_1)

1.2.2  (#x9_sigil_toc_id_2)

1.2.3  (#x9_sigil_toc_id_3)

1.2.4  (#x9_sigil_toc_id_4)

1.3  -? (#x10_x_10_i0)



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United   (#x9_gl2)

   - (#x9_gl3)




1.1   [5 -            ,   ,     .    ,  ,    : , , , , , .     : , B2B,     ,  .]


 ,     ⠫ .          ,     ,  :    . ,  ,    :    .

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,    ,      , , ,  .          ,    [7 -      ,  Swisscom. ., : Oberholzer, G. (2011, May05). "Customer Experience wie vermittle ich dasmeinen Mitarbeitenden? CEN-Xchange Mai", https://stimmt.ch (https://stimmt.ch/).].

      ,  ⠫ .         ,      .  ,   ,  ,              ,      .

       軠 ,  ,   ,     .         . Ƞ ,          (, , ,      ).     ,   ,     ,       (, , ,      ).

      ?          ,      [8 - Frampton, S., Gilpin, L., & Charmel, P., eds. (2003). "National Patient Satisfaction Data for2003." InPutting Patients First: Designing andPracticing Patient-Centered Care. San Francisco, CA: Jossey-Bass.].    ,    (  )     .   , 廠    ,      .    15      ,        .      , ,  ,   ,  ,   ,     ,   ,   ,      .

,  -    ,     .   ,        .  , ,   蠖 堖      [9 -       1960- . ,     :        ,     ,  .       ,    . .:Herzberg, F. (1964). "The Motivation-Hygiene Concept andProblems ofManpower." Personnel Administration, 27, 37. .    6.3.].     .   ,       ,    ,      .    ,       蠖      .      .         .

        ,     .          ,     [10 -     : Tincher, J. (2012, May31). "The First Key toCreating aGreat Customer-Inspired Experience", https://heartofhecustomer.com (https://heartofhecustomer.com/).]. ,     ,      .    ,    ,     ,     ?



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       ,         .   ?           (,    )  .

    , ,   ,  .   - ,      ,  .  ,    .     [11 - Vargo, S. L., & Lusch, R. F. (2004). "Evolving toa New Dominant Logic forMarketing." Journal ofMarketing, 68 (1), 117.]  ,        .

    .   ,    (jobs tobe done),       ꠫    [12 - Christensen, C. M., Anthony, S. D., Berstell, G., & Nitterhouse, D. (2007). "Finding theRight Job forYour Product." MITSloan Management Review, 48 (3),38.].        ,     .







       ,   , ,  .   ,       ,    ,  ,    .

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1.2  





1.2.1   


      . ,  -    ,        ,    . ,       ,    . Ӡ        ,     - ,      ,    .     ,   ,  ,    ,      .

    ,         .     [13 -    1999. The Cluetrain Manifesto. .:Levine, R., Locke, C., Searls, D., & Weinberger, D. (2010). TheCluetrain Manifesto. Basic Books.],        ,    .  ,   B2B   ,   , ,    :          [14 -   Implisit. ., , eMarketer: "Referrals Fuel Highest B2B Conversion Rates." (2015, February10), https://www.emarketer.com (https://www.emarketer.com/).].   ,  , ,   - ,      .

  ,       .  2009.  ,            $83[15 - ., : "The Cost ofPoor Customer Service: TheEconomic Impact ofthe Customer Experience andEngagement in16 Key Economies" (September2009) Genesys. , : www.ancoralearning.com.au (http://www.ancoralearning.com.au/).]. ,    ,  [16 - ., : Watermark (2015). "The Customer Experience ROI Study." http://www.watermarkconsult.net/docs/Watermark-Customer-Experience-ROI-Study.pdf (http://www.watermarkconsult.net/docs/Watermark-Customer-Experience-ROI-Study.pdf).]     ,       [17 - ., : Temkin Group (2012). "The ROI ofCustomer Experience." https://temkingroup.com/research-reports/the-roi-of-customer-experience/ (https://temkingroup.com/research-reports/the-roi-of-customer-experience/).].  ,     ,   ,     [18 - ., : RightNow/Oracle (2011). "Customer Experience Impact Report." www.oracle.com (http://www.oracle.com/).].

 ,       .     ,   ?     ,    ,     -  , , ,  ⠖     [19 -     ,     -. ?    :       -  , .     3.0   .    ,     (1.0),    ,    (2.0)   (3.0).  4.0        .  , ,      P (product, price, place, promotion , , , ) ꠫  (.: Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From Products toCustomers tothe Human Spirit. John Wiley & Sons, p.31).].  :  ,    .




1.2.2  


Ѡ    , [20 -  (  )    ,   XX.   堖         ,      ,       .]   [21 -   젖 -,    1980- 1990- .,       ,        .],    .   ,            .     .   ,      ,   .        ,    .         -,    , ,       ,  .  ,  ,     ,    ,    ,  ,    ,   , ,  ,    蠫  ,   .








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1.2.3  


      ,  .          .         (),       .        ,     ,   - .         ,   -,     ,   ,  -.      ,     ,    ,        .       ,    .      ,    .

    ,      . Ѡ     [25 - Oliver, R. L. (1977). "Effect ofExpectation andDisconfirmation onPostexposure Product Evaluations: AnAlternative Interpretation." Journal ofApplied Psychology, 62 (4), 480 (.     ).]  :  ,     ,   .       XXI.        Wi-Fi     .         ,    ,  . ,    ,  Wi-Fi  , ,  .    Wi-Fi  ,  [26 - White, A. C. (2015, July6). "Free Hotel Wi-Fi IsIncreasingly onTravelers' Must-Have List." TheNewYork Times.],      ,    .      [27 -    . 6.3.],     , 젖  .    ࠖ  .








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1.2.4  


 ,    蠖  ⠖       .     .  2014.    : 2016- 89%           (  36% 2010.)[28 - Sorofman, J. (2014, October23): "Gartner Surveys Confirm Customer Experience Isthe New Battlefield," www.blogs.gartner.com (http://www.blogs.gartner.com/).].

     ,      .     - -, , , Net Promoter Score (NPS,   )[29 - Reichheld, F. F. (2003). "The One Number You Need toGrow." Harvard Business Review, 81 (12), 4655.].   :  ,     //  ?        :   NPS ,  ,    ,   .    (      Voice ofcustomer)   ,     .   ,   , ,   ,       .

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1.3   -?


     ,  . ,    ,      , ,  젖  .   ( )    -.    ,     [30 - . 3.]. -     , ,         ,  , , UX  .






 

     .    ,         . ,      ,   ,    .      ,    ,   .

 

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-     ,      .    , -   ⠫  -,    ࠫ ,    [31 -    䠫   ,    ,     .        ,    .].         ,   -  . Ƞ      ,   -    [32 -     Marketing 4.0,    ""!,  :    4.0,       ,  -    . - ,   ,   :    ,   -  ,     (otler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from Traditional toDigital. John Wiley & Sons, p.168.)].

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,  

  

 

 

 




02  -



2.1 - (#x13_x_13_i0)

2.2   (#x14_x_14_i0)

2.2.1-  (#x14_sigil_toc_id_5)

2.2.2-  (#x14_sigil_toc_id_6)

2.2.3-   (#x14_sigil_toc_id_7)

2.2.4-   (#x14_sigil_toc_id_8)

2.2.5-   (#x14_sigil_toc_id_9)

2.3  (#x15_x_15_i0)

2.4 Š - (#x16_x_16_i0)

2.4.1    (#x16_sigil_toc_id_10)

2.4.2    (#x16_sigil_toc_id_11)

2.4.3    (#x16_sigil_toc_id_12)

2.5   - (#x17_x_17_i0)

2.5.1 (#x17_sigil_toc_id_13)

2.5.2 (#x17_sigil_toc_id_14)



  :

-   :   (#x17_g21)

12   - (#x17_g22)




2.1  -


-      ,   .    ,  ,  .     ?     , ,  堖   ,    ?     -    ?   -  ,  , ,   ? Ƞ,    -  ,   ?    ,    2016.   150 -     .   :




-    ( )    ,     , ,  ,  ,   .   , ,  .  [33 - Moritz, S. (2005). Service Design: Practical Access toan Evolving Field. K?ln.]




-    -   .          . live|work[34 - live|work (2010). "Service Design." http://www.livework.co.uk (http://www.livework.co.uk/) ( 10 2010.).]




-  ,       , ,  .   [35 - UK Design Council (2010). "What IsService Design?" http://www.designcouncil.org.uk/about-design/types-of-design/service-design/what-is-service-design/ (http://www.designcouncil.org.uk/about-design/types-of-design/service-design/what-is-service-design/) ( 10 2010.).]




-  ,         .  [36 - ., : "Meet Birgit Mager, President ofthe Service Design Network." https://www.service-design-network.org (https://www.service-design-network.org/) ( 3 2017.).]




-   : ,   .  ,  servicedesign.org[37 -  servicedesign.org  , .:Clatworthy, S. (2011). "Service Innovation through Touchpoints: Development ofan Innovation Toolkit forthe First Stages ofNew Service Development". International Journal ofDesign, 5 (2): 1528.]




    ,     , -  ,     ,        . 31Volts[38 - 31Volts, "Service Design" (  2008.  2016.). http://www.31volts.com/en/service-design/ (http://www.31volts.com/en/service-design/) ( 3 2017.).]

       150 :




-        .    ,      ,      . -  -         . Ѡ  ,   ,   , -   -   ,     [39 - Miller, M. E. (2015, December14). "How Many Service Designers Does It Take toDefine Service Design?", https://blog.practicalservicedesign.com (https://blog.practicalservicedesign.com/).].



         








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2.2.1 - 


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2.2.2 - 


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2.2.3 -  


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2.2.4 -  


 -    ,          ,   , ,  ,     .    (    )  -   ,   ,           .    ,    ,    ,     .    -      ,  [40 -    -,    Design Thinkers .],    ,  ,      .




2.2.5 -  


 -    ,     䠖      ,       ,      .   -        .    -         .  -  ,       ,    ,        ,   -,  ,    .         ,       .




2.3  


 ( ,     )   -,       ,    . ,    -,  ,         蠖 ,   - 19902000- .  .   ,  -    ,   .     ,  ,  ,    .

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2.4   -



      ,  -   .  - ,  -   [42 -       -,  :     .     ,     .  ,  ""       - ,  "" , ,    ,    .   ,  "-" , ,         .    ,  .].




2.4.1    


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2.4.3    


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3.3.2- (#litres_trial_promo)

3.4  (#litres_trial_promo)

3.4.1  (#litres_trial_promo)

3.4.2   (#litres_trial_promo)

3.4.3  (#litres_trial_promo)

3.5  (#litres_trial_promo)

3.5.1 (),    (#litres_trial_promo)

3.5.2   (#litres_trial_promo)

3.5.3 ,   (#litres_trial_promo)

3.5.4     (#litres_trial_promo)

3.5.5  - (#litres_trial_promo)

3.6 - (#litres_trial_promo)



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       ,       .

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5. :  ,  ,   ,  

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  .


   .

   ,     (https://www.litres.ru/book/adam-lawrence/servis-dizayn-na-praktike-proektirovanie-luchshego-klientsko-69264940/chitat-onlayn/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


-?    -, --,  , UX-,    , - ,   ,  ,   ,  UX,   ,   ,      腠    . -        -.  ,   .  ,       .  , ,    ,      ,       -, - .     : ,  ,   -      ,    ,       ,      .   ,       -, ,      .  -    .      ,    ,    - -?      (!),     .     .  ,  ,     ,         .




2


 www.tisdd.com (http://www.tisdd.com/).




3


Global Service Jam  ,       -    . ..




4


 -.   ,        -. Ѡ   -.  ,         - (.). . .




5


           ,   ,     .    ,  ,    : , , , , , .     : , B2B,     ,  .




6


   ,   , ,  .        .           / .        , ,     / .




7


     ,  Swisscom. ., : Oberholzer, G. (2011, May05). "Customer Experience wie vermittle ich dasmeinen Mitarbeitenden? CEN-Xchange Mai", https://stimmt.ch (https://stimmt.ch/).




8


Frampton, S., Gilpin, L., & Charmel, P., eds. (2003). "National Patient Satisfaction Data for2003." InPutting Patients First: Designing andPracticing Patient-Centered Care. San Francisco, CA: Jossey-Bass.




9


      1960- . ,     :        ,     ,  .       ,    . .:Herzberg, F. (1964). "The Motivation-Hygiene Concept andProblems ofManpower." Personnel Administration, 27, 37. .    6.3.




10


    : Tincher, J. (2012, May31). "The First Key toCreating aGreat Customer-Inspired Experience", https://heartofhecustomer.com (https://heartofhecustomer.com/).




11


Vargo, S. L., & Lusch, R. F. (2004). "Evolving toa New Dominant Logic forMarketing." Journal ofMarketing, 68 (1), 117.




12


Christensen, C. M., Anthony, S. D., Berstell, G., & Nitterhouse, D. (2007). "Finding theRight Job forYour Product." MITSloan Management Review, 48 (3),38.




13


   1999. The Cluetrain Manifesto. .:Levine, R., Locke, C., Searls, D., & Weinberger, D. (2010). TheCluetrain Manifesto. Basic Books.




14


  Implisit. ., , eMarketer: "Referrals Fuel Highest B2B Conversion Rates." (2015, February10), https://www.emarketer.com (https://www.emarketer.com/).




15


., : "The Cost ofPoor Customer Service: TheEconomic Impact ofthe Customer Experience andEngagement in16 Key Economies" (September2009) Genesys. , : www.ancoralearning.com.au (http://www.ancoralearning.com.au/).




16


., : Watermark (2015). "The Customer Experience ROI Study." http://www.watermarkconsult.net/docs/Watermark-Customer-Experience-ROI-Study.pdf (http://www.watermarkconsult.net/docs/Watermark-Customer-Experience-ROI-Study.pdf).




17


., : Temkin Group (2012). "The ROI ofCustomer Experience." https://temkingroup.com/research-reports/the-roi-of-customer-experience/ (https://temkingroup.com/research-reports/the-roi-of-customer-experience/).




18


., : RightNow/Oracle (2011). "Customer Experience Impact Report." www.oracle.com (http://www.oracle.com/).




19


    ,     -. ?    :       -  , .     3.0   .    ,     (1.0),    ,    (2.0)   (3.0).  4.0        .  , ,      P (product, price, place, promotion , , , ) ꠫  (.: Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From Products toCustomers tothe Human Spirit. John Wiley & Sons, p.31).




20


 (  )    ,   XX.   堖         ,      ,       .




21


  젖 -,    1980- 1990- .,       ,        .




22


Carroll, D. (2012). United Breaks Guitars. Hay House,Inc.




23


.$22  2022. ..




24


   ,    , . 3.3.1.




25


Oliver, R. L. (1977). "Effect ofExpectation andDisconfirmation onPostexposure Product Evaluations: AnAlternative Interpretation." Journal ofApplied Psychology, 62 (4), 480 (.     ).




26


White, A. C. (2015, July6). "Free Hotel Wi-Fi IsIncreasingly onTravelers' Must-Have List." TheNewYork Times.




27


   . 6.3.




28


Sorofman, J. (2014, October23): "Gartner Surveys Confirm Customer Experience Isthe New Battlefield," www.blogs.gartner.com (http://www.blogs.gartner.com/).




29


Reichheld, F. F. (2003). "The One Number You Need toGrow." Harvard Business Review, 81 (12), 4655.




30


. 3.




31


   䠫   ,    ,     .        ,    .




32


    Marketing 4.0,    ""!,  :    4.0,       ,  -    . - ,   ,   :    ,   -  ,     (otler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from Traditional toDigital. John Wiley & Sons, p.168.)




33


Moritz, S. (2005). Service Design: Practical Access toan Evolving Field. K?ln.




34


live|work (2010). "Service Design." http://www.livework.co.uk (http://www.livework.co.uk/) ( 10 2010.).




35


UK Design Council (2010). "What IsService Design?" http://www.designcouncil.org.uk/about-design/types-of-design/service-design/what-is-service-design/ (http://www.designcouncil.org.uk/about-design/types-of-design/service-design/what-is-service-design/) ( 10 2010.).




36


., : "Meet Birgit Mager, President ofthe Service Design Network." https://www.service-design-network.org (https://www.service-design-network.org/) ( 3 2017.).




37


 servicedesign.org  , .:Clatworthy, S. (2011). "Service Innovation through Touchpoints: Development ofan Innovation Toolkit forthe First Stages ofNew Service Development". International Journal ofDesign, 5 (2): 1528.




38


31Volts, "Service Design" (  2008.  2016.). http://www.31volts.com/en/service-design/ (http://www.31volts.com/en/service-design/) ( 3 2017.).




39


Miller, M. E. (2015, December14). "How Many Service Designers Does It Take toDefine Service Design?", https://blog.practicalservicedesign.com (https://blog.practicalservicedesign.com/).




40


   -,    Design Thinkers .




41


Brandon Schauer,   SDN, -, 2011. .:Schauer, B. (2014). "The Business Case for (orAgainst) Service Design," https://www.slideshare.net (https://www.slideshare.net/).




42


      -,  :     .     ,     .  ,  ""       - ,  "" , ,    ,    .   ,  "-" , ,         .    ,  .




43


Global Service Jam (http://globaljams.org/ (http://globaljams.org/))   -,     100 ,     -   .




44


Vargo, S. L., & Lusch, R. F. (2004). "Evolving toa New Dominant Logic forMarketing." Journal ofMarketing, 68 (1), 117.




45


Bastiat, F. (1964). "Selected Essays onPolitical Economy," (1848), Seymour Cain, trans. George. B. de Huszar, ed. Reprint, Princeton, NJ: D. Van Nordstrand.




46


   , , , ,     .  蠖    . .:Vargo, S. L., & Lusch, R. F. (2016). "Institutions andaxioms: anextension andupdate ofservice-dominant logic." Journal ofthe Academy ofMarketing Science, 44 (1): 523.




47


Star, S. L., & Griesemer, J. R. (1989). "Institutional Ecology, Translations' andBoundary Objects: Amateurs andProfessionals inBerkeley's Museum ofVertebrate Zoology, 190739." Social Studies ofScience, 19 (3): 387420.




48


Wenger, E. (1998). Communities ofPractice: Learning, Meaning, andIdentity. Cambridge University Press.




49


Rhinow, H., K?ppen, E., & Meinel, C. (2012, July). "Prototypes asBoundary Objects inInnovation Processes." Proceedings ofthe 2012 International Conference onDesign Research Society, 110.




50


Engel, J. F., Kollat, D. T., andBlackwell, R. D. (1968). Consumer Behavior; 1st ed., NewYork: Holt, Rinehart andWinston.




51


   ,  , ,  ,         (  ,   , ,     ).      ,       (,  )     .




52


    007: Lawrence, A. & Horme?, M. (2012)."Boom! Wow. Wow! WOW! BOOOOM!!!: James Bond, Miss Marple andDramatic Arcs inServices." Touchpoint (4)2.


