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Service as the Key Driver of Growth
內容大綱
This book asks: (1) How is the service sector growing; (2) what is service innovation; (3) what are the drivers of service innovation; and (4) how can organizations innovate service in a structured way? The book views service as the value-creating activity of customers. The role of a company is to provide the resources and knowledge to enable value creation. We develop a model of service innovation. We also develop guidelines for what is required from the organizational perspective: how should an organization view its customers to be successful, what does a service development process look like, and how to transform an organization that has a product focus to a service orientation. In Chapter 1, the authors review the definition of service and the narrowing difference between goods and service. They argue that the subjects of service innovation and service itself are vital and understudied. They believe that understanding service differently will influence both what we believe an innovation is and how it is created.