Purpose

Profound economic, social, political and environmental problems are cascading across modern civilization in the 21st century. Many of these problems resulted from the prevailing effects of rational economics focused on profit maximization. The purpose of this paper is to reframe the mindsets of scholars, firms and public policy decision-makers through enabling Service Thinking practices.

Design/methodology/approach

Marketing, service and allied discipline literature are synthesized, and Raworth's (2018) Doughnut Economics model is adapted to conceptualize and construct the Service Thinking framework.

Findings

Service Thinking is defined as a just, mutualistic and human-centered mindset for creating and regenerating service systems that meet the needs of people and the living planet. Service Thinking is enabled by five practices (service empathy, service inclusion, service respect, service integrity and service courage).

Practical implications

Actionable implications are presented for service ecosystem entities to uplift well-being, enhance sustainability and increase prosperity.

Originality/value

Service Thinking practices are shaped by influencing forces (marketing, education and law/policy) and operant service ecosystem resources (motivation–opportunity–ability or MOA), which makes Service Thinking applicable to four economic entities in the service ecosystem: the household, the market, the state and the commons.

中文翻译：

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启用服务思维模式：全球服务生态系统的实践

目的

深刻的经济、社会、政治和环境问题在 21 世纪的现代文明中层出不穷。这些问题中有许多是由于关注利润最大化的理性经济学的普遍影响造成的。本文的目的是通过启用服务思维实践来重塑学者、公司和公共政策决策者的思维方式。

设计/方法/途径

综合了营销、服务和相关学科的文献，并采用 Raworth (2018) 的甜甜圈经济学模型来概念化和构建服务思维框架。

发现

服务思维被定义为一种公正、互惠和以人为本的心态，用于创建和重建满足人类和地球需要的服务系统。服务思维通过五种实践（服务同理心、服务包容、服务尊重、服务诚信和服务勇气）实现。

实际影响

为服务生态系统实体提出了可操作的影响，以提升福祉、增强可持续性和促进繁荣。

原创性/价值

服务思维实践受到影响力（营销、教育和法律/政策）和操作服务生态系统资源（动机-机会-能力或 MOA）的影响，这使得服务思维适用于服务生态系统中的四个经济实体：家庭、市场、国家和公地。