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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
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- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
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From Goods To Great: Service Innovation In A Product-Dominant Firm
內容大綱
Increasingly, service innovation is a source of competitive differentiation for product-dominant companies such as manufacturers, distributors, and retailers. However, the relative intangibility of services has led to uncertainty concerning how to apply product innovation expertise to the services space. We argue that meaningful service innovation by a product-dominant company must begin with the recognition that services are solutions to customer needs. As such, the primary goal of a product-dominant company seeking service innovation should not be to innovate service. Rather, it should be to help customers get a specific job done better or to help them get more jobs done. To this end, we offer three approaches for companies seeking new service innovation based on how customers define value.