Product-Service Systems (PSS) Value Proposition Towards Circular Economy Supported by Gamification

Abstract

Product-service system (PSS) is an integrated solution of products and services in order to offer greater value in use. However, organizations still have product and technology orientation, with difficult to contemplate services in the value proposition, which guides the PSS business model design. Besides the PSS value proposition be defined in the early phases of PSS design, where the uncertainty and unpredictability are high, its dynamics is still presented as a research opportunity. Identify, in the initial stages of design, the values that a PSS can offer presents itself as a challenge, whose aspect becomes even more relevant when considering the Circular Economy (CE) approach. But, how can value propositions be defined on the PSS design considering the CE approach? There is therefore a need for a mechanism for guidance and decision support to assist the company members in the PSS design. In business activities, the gamification is presented as an alternative. The game characteristics are analogous to reality, reflecting the progress and effects of stakeholders' decisions when developing new solutions in a complex system. This work aims develop a method for defining the PSS value proposition based on the application of gamification principles considering the context of CE. The methodological framework of this work is the design research methodology, combining methods such as systematic literature review, case study and focus group. The main result of this work is a game, which will be aligned with the servitization framework that is being developed by the Integrated Engineering Group under the grant number 2015/23094-6 (FAPESP) and with a circular business model on PSS. This game will be verified by means of prototypical applications and case study.