Prof. Dr. Markus Warg presented a paper on a SDA at the International Society of Service Innovation Professionals (ISSIP)

Prof. Dr. Markus Warg presented a paper on July 20, 2016, at the ISSIP Service Innovation Weekly Speaker Series, focusing on the idea behind a service-dominant architecture (SDA). During the Web conference, Prof. Dr. Warg reported on the massive change in customer needs driven by digital transformation in recent years. In order to address this change effectively, research on service-dominated logic led to the development of a SDA, which allows enterprises to equip themselves for digital transformation and, thereby, offer customers the desired experience.

ISSIP is a practice-oriented association founded by IBM, Cisco, HP, and numerous universities. It aims to spread the message on service innovation, thus helping enterprises to grow and be successful in a global service economy.