Visualizing Service by Service Design Tools and PCN

This study focuses on visualizing service by service design tools and PCN diagram in process innovation. Firstly, theoretical backgrounds of the phenomena will be reviewed for a better understanding how innovation is perceived in the fields of Operations Management and Service Management. Such discussion clarifies fundamental concepts of innovation, emphasizes essentials of service innovation, and gives base for future SOM research. Then, drawing from the literatures of service operations management (SOM) and innovation, a service innovation case of IKEA, Gwangmyeong in Korea, is analyzed in order to determine how both service design tools and PCN diagram can be used. The overall methodology is employed with a grounded analysis approach and an interpretative alternative. The study finds both approaches as a decision support tool and diagnostic model for assessing inputs, evaluating outputs, allocating resources, and improving success rate of service innovations in SOM.