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In this paper, the authors propose a systemic method where whole (i.e., black box) and composite (i.e., white box) reasoning are interleaved on the organizational and functional dimensions. The authors begin by producing an as-is model that describes how the value is created for the customer and captured by the service supplier. Service improvement opportunities are identified in terms of value to both service adopter and service supplier. A to-be model is built that specifies the new interaction between actors and their new responsibilities and thereby, new service components and features. The method is illustrated with an example based on the service offering and implementation of Amazon.com in Amazon Marketplace.<\/p>","DOI":"10.4018\/jssmet.2012010102","type":"journal-article","created":{"date-parts":[[2013,2,5]],"date-time":"2013-02-05T17:24:29Z","timestamp":1360085069000},"page":"19-36","source":"Crossref","is-referenced-by-count":1,"title":["Aligning Value and Implementation in Service Design"],"prefix":"10.4018","volume":"3","author":[{"given":"Arash","family":"Golnam","sequence":"first","affiliation":[{"name":"Ecole Polytechnique F\u00e9d\u00e9rale de Lausanne (EPFL), Switzerland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Gil","family":"Regev","sequence":"additional","affiliation":[{"name":"Ecole Polytechnique F\u00e9d\u00e9rale de Lausanne (EPFL), Switzerland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Julien","family":"Ramboz","sequence":"additional","affiliation":[{"name":"Ecole Polytechnique F\u00e9d\u00e9rale de Lausanne (EPFL), Switzerland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Philippe","family":"Laprade","sequence":"additional","affiliation":[{"name":"Ecole Polytechnique F\u00e9d\u00e9rale de Lausanne (EPFL), Switzerland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Alain","family":"Wegmann","sequence":"additional","affiliation":[{"name":"Ecole Polytechnique F\u00e9d\u00e9rale de Lausanne (EPFL), Switzerland"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"jssmet.2012010102-0","author":"A.Afuah","year":"2002","journal-title":"Internet business models and strategies: Text and cases"},{"key":"jssmet.2012010102-1","unstructured":"Amazon Media Room. 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