hill defines a service as "a change in the condition of a person, or of a good belonging to some economic entity, brought about s the result of the activity of some other economic entity, with the approval fo the first person or economic entity.
"diffusion theory"- innovation research
simon frames design - "concerned with how things ought to be, with devising artifacts to attain goals."
objectives: effectiveness, efficency, usability
disruptive innovation - serving non-consumption markets, aim innovation at lower end consumers not currently targeted
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