That concern applies generally to all fields in academia. What I am saying is not JTBD to be taken by academics for further development…My point is that JTBD is primitive as a framework and there are far more advanced or scientifically proven frameworks out there which help design or create better services and products. Google service management theories, service marketing management et cetera.
I agree, Social Sciences need to be incorporated more into business frameworks instead of the old economics frameworks based on the already outdated factory/manufacturing model.
Most of the economy and thus firms have shifted to experience-based services and with the help from advancements in ICT such as VR or AR, Voice recognition, AI, it is only going to get better.
What I am surprised is how many people in the tech industry still refer to what they sell or make as products… Leaving them vulnerable to using outdated frameworks and theories but they call themselves innovative in their way of work.
