Traditional economics draws a clear distinction between goods and services. Goods are tangible and consumable pens, sunglasses, or shoes. Services are intangible instantaneous exchanges that do not result in ownershipmedical treatment, the postal service, or public transportation.

Today, there is no longer a clear distinction between goods and services. A continuum of goods-services exists with many combined products and services in the middle.

1. How this viewpoint affects the product design?
2. How do you know when you've gotten a design right?
3. Improve the EMBA program by designing a new education service? What is/are the most critical problems you may face, and how can you solve them?