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What Is Service Innovation?
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 2, the authors describe service innovation and what distinguishes it from new product development focused on goods or hardware. They argue that service innovation involves a wider and more holistic approach to innovation, comprising process, experience, social aspects, and behavioral and business models or what creates value for customers. They review and categorize different types of service innovations and illustrate them with examples, including Ikea and Skype.