The Service Transformation Game: Snakes and Ladders to Advanced Services

Daniel Andrews, Timothy S Baines, Ali Ziaee Bigdeli, Panagiotis Petridis, Victor Guang Shi, James S. Baldwin, Keith Ridgway

Research output: Unpublished contribution to conferenceUnpublished Conference Paperpeer-review


This paper presents a game that engages players with the transformation processes involved in servitization. We have developed a workshop activity using this game for senior executives from large enterprises and SMEs, which encourages participants to explore transformation processes. The activity employs a board game reminiscent of Snakes and Ladders. Transformation steps are assigned to the squares on the board, and enablers and inhibitors are associated with ladders and snakes respectively. The game encourages reflective learning by asking players to assign their own perceived barriers and enablers to the snakes and ladders, based upon their own experiences.
Original languageEnglish
Number of pages10
Publication statusPublished - 2018
Event25th International EurOMA Conference - Budapest, Hungary
Duration: 24 Jun 201826 Jun 2018


Conference25th International EurOMA Conference

Bibliographical note

© 2018 the Authors


  • Gamification
  • Organizational change
  • Servitization


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