Copyright @ 2014 Greenleaf Publishing.Eco-efficient Product-Service System (PSS) innovations represent a promising approach to sustainability, but their implementation and diffusion is hindered by several cultural, corporate and regulative barriers. Hence, an important challenge is not only to conceive sustainable PSS concepts, but also to understand how to manage, support and orient the introduction and diffusion of these concepts. Building upon recent advances in the innovation studies field (in particular the contributions from transition studies) this chapter puts forward a conceptual framework for the introduction and scaling-up of eco-efficient PSSs. A key role is given to the implementation of socio-technical experiments: protected spaces where radical innovations can be tested, become more mature, and potentially challenge and change dominant socio-technical practices, habits and institutions. Starting from these considerations this chapter investigates the potential contribution that a strategic design approach can make to stimulating and supporting the societal embedding of eco-efficient PSS innovations. A new strategic design role thus emerges, a role in which the ideation and development of sustainable PSS concepts is coupled with the designing of appropriate transition paths to gradually incubate, introduce and diffuse these concepts. Starting from these considerations the chapter outlines and discusses the new design approach and capabilities required by strategic designers
