Abstract
Shifting to service economy by transforming social structure has become a global phenomenon. This affects the research and development (R&D) organization. Manufacturing companies are shifting to service business, therefore the R&D needs a transformation to drive service innovation. This paper grasps the R&D transformation focusing on R&D activities by questionnaire and interview surveys. First, our findings suggest that the collaboration with a service organization changes the R&D behaviors, so that they create new research themes based on value in use viewpoints. Second, the outputs created by R&D in service research are not only new technologies added to technologies developed through existing R&D and applications such as extensions and adaptations of technologies, but also integration and design methods to embed technologies into service systems, and site knowledge obtained from knowledge maintained by the customer.
