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建構服務創新的制度工作
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transformation between incumbent order and new logic, which are regarded as two
seemingly incompatible forces. The first is the longstanding dominant logic sticking with a
manufacturing mindset and the second is a new competing logic that supports service
innovation. We propose to adopt the concept of “architecture innovation” to understand this
non-conflictive replacement. In the manufacturing-dominated logic, product manufacturing
is first, and then comes thinking about where customers are, but the reverse exists in service-
innovation logic. All value elements still exist, but they appear in a different order. In a
nutshell, the observation about the non-conflictive process change in the form of fusion or
reconciliation between two competing logics complements the focus on “replacement”
between incumbent and emergent logics in the literature.