E-service concept design in recombinative innovation: A morphology analysis approach

Recently, recombinative innovation is one of the most highlighted issues in e-service area. Although previous research, albeit scanty, focused on technical perspectives in substantial development, a conceptual design of recombiantive e-service has been scarcely studied. Since recombinative e-service involves multiple elements of sources and design parameters, and the combination of those elements, a combinative tool is appropriate and even indispensable to conceptual design. Thus, this paper suggests a morphological analysis approach to identify multiple means of conceptual design and consider multiple conceptual designs by decomposition and combination. First, source and parameter dictionary is constructed by decomposing existing sources and services. Second, a recombinative morphology is developed by integrating the values of dimensions in dictionary. Finally, new e-service concept is identified by matching the configurations with existing services.