Purpose: Service design is a multidisciplinary approach that is key to service innovation, as it brings new service ideas to life. In this context, the development of new service design methods and models for creating new service futures is an important stream of service design research. Such...

Purpose This research investigates the systematic reuse of service concept elements within modular service design, aiming to offer actionable insights into effective conceptualization of services and extending methodological underpinnings to enhance the approach of service design....