REPRINTS AVAILABLE DIRECTLY FROM THE PUBLISHERS PHOTOCOPYING PERMITTED BY LICENSE ONLY The Design Journal VOLUME 18, ISSUE 1 PP 9–30 9 The Design Journal DOI: 10.2752/175630615X14135446523189 © BLOOMSBURY PUBLISHING PLC 2015 PRINTED IN THE UK From Goods to Service Logic: Service Business Model Requirements in Industrial Design Firms Magnus Eneberg Lund University, Sweden Lisbeth Svengren Holm University of Borås, Sweden ABSTRACT The design thinking concept emphasizes the actual activity of solving problems with a design approach, associating it to the designer’s knowledge and competence instead of the intimate link between design and the physical object. Yet design consultancies still have problems charging for intangible components in their offerings and for the role of strategic consultants. We argue that the design thinking concept is in line with a service-dominant logic rather than a