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Developing smart service concepts: morphological analysis using a Novelty-Quality map

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  • Mintak Han
  • Yongtae Park

Abstract

Among many techniques for generating new service ideas, morphological analysis has been used due to the advantage of decomposing the system into dimensions and shapes and bringing creative results in the process of recombining them. However, with the rise of smart service systems, the determination of dimensions and shapes has become a critical problem, particularly as both their structure and components become complex. This research focuses on a data-driven approach by incorporating mobile app service documents to increase objectivity and diversity in the construction of a morphology matrix. To this end, firstly, the novelty-quality map is developed to identify innovative data based on quantitative indicators. Secondly, morphological analysis is employed along with experts’ judgment in order to generate new smart service concepts. Finally, the feasibility and effectiveness of the proposed approach are shown based on a comparative analysis with conventional approaches and real services through a case study of smart home.

Suggested Citation

  • Mintak Han & Yongtae Park, 2019. "Developing smart service concepts: morphological analysis using a Novelty-Quality map," The Service Industries Journal, Taylor & Francis Journals, vol. 39(5-6), pages 361-384, April.
    • Handle: RePEc:taf:servic:v:39:y:2019:i:5-6:p:361-384
    DOI: 10.1080/02642069.2018.1548616
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    Cited by:

    1. Minjun Kim & Silvana Trimi, 2023. "Transforming data into information for smart services: integration of morphological analysis and text mining," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 257-280, March.

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