Research Paper 持続可能なサービス価値共創モデルの実践的研究

白肌, 邦生

本研究は,自然資源をサービスの活動でどのように組み込み,持続可能な経済活動を実現していくか,について考えるものである.サービスの提供者・受容者,そして自然資源の代弁者という3者間で価値を共創していく枠組みを作り,それをサービス設計手法論に展開した.石川県の里山や地元企業での社会実験を実施し,その方法論が参加者の思考空間を拡張し,行動変革を促すことを見出した.また,サービスを効果的に推進していくためのセルフサービス技術や,地域コミュニティの役割について,石川県での調査だけでなく,タイやバングラデシュの事例も活用し,総合的に考察した.:The central topic of research is how to incorporate natural resources into service activities and realize sustainable economic activities. We created a framework to collaborate on value among the three agents; providers of services, recipients, and spokespersons for natural resources. Based on the framework called tripartite value co-creation, this research developed sustainable service design methodology. We conducted social experiments in Satoyama in Ishikawa Prefecture and local companies. As a result, we found that the methodology enhances participants' thought space and promotes behavioral change. In addition, this research also consider about the self-service technology toward effective services and the role of the local community, not only research in Ishikawa Prefecture, but also cases in Thailand and Bangladesh, thereby discussing the system of sustainable service.

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