The adverse societal impacts caused by sharing mobility - a
form of service-based sustainable business model innovations, showed that
operation activities and managerial practices impact heavily on the sustainable
value of a service offering. To identify how new service development (NSD)
activities can better support the proposed service offering for sustainability,
evaluating sustainability of service operations is needed. This study draws
learnings from service design, product-service system and sustainable
innovation research streams, to build sustainability evaluation framework into
service blueprint. Six expert-interviews and two mobility case studies were
developed, to illustrate service blueprint's capability in mapping
sustainability input and benefits created during NSD and service operation
activities. Results revealed a) the shift from using sustainable ‘value’ to
‘benefits’ concept in service operation evaluation, b) the public-private
collaboration dilemma and c) the agile NSD and sustainable innovation
incompatibility. This paper aims to offer a springboard for practitioners and
researchers to uncover compelling insights, discuss latest service design developments,
and envision future directions for integrating sustainability into
service-based business model innovation.<br
