Proposition for Strategic 6ps and the Service Business Model for Corporate Sustainability

This paper proposes 6Ps elements of service business model. It consists of basic 3Ps (product, people, and physical evidence) and additional 3Ps (perspective, personalization, and program). The authors add Program in this paper which integrates other elements. The authors show the stages of customer status transition from just purchasing functional products to something special for his lifestyle by becoming an adherent. The authors also showed the direction to community. The authors analyze how the 6Ps elements work for the transition based on five case studies of advanced service business. The authors set two axes newly to show the structure and the process of expanding from basic 3Ps to 6Ps as well. This model can be positioned in the value configuration space. The authors try to analyze the mechanism to drive this transition by gift logic which lies behind social system and social capital. Proposition for Strategic 6ps and the Service Business Model for Corporate Sustainability