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A Semantic Approach of Cultural Interpretation toward Service Innovation

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Soe-Tsyr Daphne YUAN and Hua-Cheng TAI


Service innovation and the development of culture and creative industries
have gained importance in recent years. Many studies have demonstrated
the importance of culture and how it influences service business owners'
decision-making and management behaviour. However, it's rare to see ITfacilitated
use of cultural ingredients to design service and enable innovation.
This study investigates whether cultural factors and information systems can
be used to facilitate the designers to come up with service innovation
strategies, especially for those small and medium businesses (SMBs) of which
the owners mostly serve their customers directly. This paper proposes the
notion of “cultural interpretation” in representing the emotions, values and
behaviours which customers experience because of the culture. Cultural
interpretation is a semantic perspective of cultural and experiential
modelling. We design a semantic information system artefact that connects
culture and personality to cultural interpretation and SMB owner's
managerial behaviour on service innovation. This system can facilitate the
designers to motivate or inspire SMB owners to develop new ways to think
about service innovation, in terms of cultural interpretations. Our attempted
contributions are to give sense to managerial behaviour by taking into
account culture in a semantic view toward service innovation.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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