Service and Product Innovation
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Abstract
Abstract
Service modularization is essential for digital service innovation, customization and efficiency. This study proposes a design theory that operationalizes and demonstrates modularization benefits by focusing on reuse, substitution and variation at the level of service attribute combinations (SACs). We have applied echeloned design science research methodology to abductively develop and evaluate design principles in design echelons in a research programme over the past 15+ years. We worked with multiple research clients in different industries and countries. We offer in-sights into how SACs can be reused, substituted or varied to advance modular digital service de-sign. This paper depicts how we iteratively developed design knowledge, and specifically design principles, during the project and offers a proof of concept for the design theory. We continue working on the proof of value. This emerging design theory will assist practitioners and research-ers to systematically apply digital service modularity to improve customers’ service experiences and advance digital service design theory.
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@article{Tuunanen2026Abductively,
title = {Abductively Building A Design Theory For Digital Service Modularization: Reuse, Substitution And Variation In Service Attribute Combinations},
author = {Tuure Tuunanen},
journal = {Journal of the Association for Information Systems},
year = {2026},
url = {https://aisel.aisnet.org/ecis2026/gen_track/gen_track/5}
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