個案資料

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. Chapter 6 covers service innovation in firms with a goods-centric mindset. Even some traditional service organizations view their standardized services like goods and can be considered goods-centric. In health care, goods-centricity is often used to produce care as efficient and profitable as possible. The authors briefly discuss why and how these "goods-centric" or "product focused" firms try to increase the share of services and how they use service innovation to differentiate their offerings. They also consider various service strategies and how firms can change their business models to charge for services that they previously offered for free.

• Customer experience
• Service innovation
• Innovation
• Value creation