Assumptions in Service Research – A Multi-Theoretical Perspective on the Development of Standards for the Integration of Goods and Services

Becker Jörg, Beverungen Daniel, Blinn Nadine, Nüttgens Markus

Abstract
Its multi-disciplinary character is a great asset to the service discipline. However, this diversity does not come without misunderstandings that are rooted in differing assumptions, mental models, and attitudes. Accordingly, theories and artifacts developed in different sub-disciplines of service science differ significantly. Therefore, concepts and meanings need to be negotiated continuously. In this paper, we report on the results of an explorative analysis of four standardization endeavors that have recently been conducted in the field of hybrid value creation in Germany. This analysis is performed against the backdrop of (a) design theory, (b) the concept of sensemaking, and (c) actor network theory, all of which have been argued to be relevant in a standardization context. Based on our analysis, we identify some first assumptions that shape different mind-sets related to the integration of physical goods and services. Due to the work-in-progress state of our analysis, we conclude the paper with presenting some ideas for extending, systematizing, and testing the results.