商業生態系統發展基礎之服務設計思考

The overarching purpose of this paper is to propose the concept of ＂service design thinking＂ that lays a theoretical foundation for developing business ecosystems. Accordingly, this paper attempts to tackle the following research questions: what is the nature of service design thinking? And, how does the service design thinking facilitate the development of a business ecosystem? To address these two questions, this research integrates the literature of design thinking with service-dominant logic (SDL) to build the theoretical framework for service design thinking. Drawing on a qualitative approach, the framework is then empirically interpreted and illustrated by a case study that depicts the development of an electric scooter ecosystem using Gogoro Inc. as the focal firm. The Gogoro ecosystem acts as a suitable case for this explorative research because it has steadily scaled its business after years of development and keeps running its ecosystem in a sustainable manner. This research dismantles the ways Gogoro has developed its ecosystem from the perspective of service design thinking, through which theoretical as well as managerial implications are elicited.