Service design as an innovation approach in technology startups: a longitudinal multiple case study

While service design has been accepted as a human‐centered and cocreative approach to service innovation, its role in technology‐driven contexts, specifically technology startups, has been largely unexplored. Previous research suggests that technology startups tend to focus on technical aspects of innovation, neglecting the value cocreation potential of service innovation that service design can facilitate. Focusing on value propositions as the...