This list represents a summary of the past forty years of service design literature. The citations were compiled from the Emergence conference at Carnegie Mellon University as well as the Designing for Services project in the UK, service design syllabi at CMU and independent research. I've included the abstracts and introductions to the papers and cross-referenced examples and concepts so that it's easy to follow the development of ideas such as "service blueprinting" across multiple papers.

Select any underlined term to filter the list, showing only papers that share that particular concept, example, author, journal or decade. If you'd like to help fill in the gaps by suggesting other canonical papers, e-mail the citations to service at Thanks!

Filter: Papers that mention "Citibank" | View all papers
Breaking Free from Product Marketing
Journal of Marketing, 1977
Lynn Shostack
From the article: "It is dangerous to take the marketing concepts that apply to products, and try to transfer them to services. Products are tangible; services are not-and that makes a lot of difference in how you market them."

Examples: Airline Travel, Automobile Transportation, Citibank, McDonalds

Compare with:
Putting the Service-Profit Chain to Work
The Core Competence of the Corporation
Harvard Business Review, 1990
C. K. Prahalad
From the article: "A company's competitiveness derives from its core competencies and core products. Core competence is the collective learning in the organization, especially the capacity to coordinate diverse production skills and integrate streams of technologies. First companies must identify core competencies, which provide potential access to a wide variety of markets, make a contribution to the customer benefits of the product, and are difficult for competitors to imitate. Next companies must reorganize to learn from alliances and focus on internal development."

Examples: Citibank, NEC, GTE, Canon, Honda, 3M, GE, Philips, JVC, Kodak, Xerox

Compare with:
Putting the Service-Profit Chain to Work