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Who Involves Whom?: Interaction modes in service innovation
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, The Institute of Technology.
2015 (English)Manuscript (preprint) (Other academic)
Abstract [en]

Purpose: Collaboration with customers and the involvement of a customer’s resources have been regarded as a key issues in the service innovation process. However, research that covers collaboration in service innovation tends to have a one-sided focus, as it especially concentrates on the involvement of customer resources in the firm’s development of the offering per se and hence foresees the firm’s involvement of resources in the later part of the service innovation. Therefore, the purpose of this study is to analyze resource involvement from both the firm and the customer in the service innovation process.

Design/methodology/approach: The study used an exploratory case study approach, focusing on two Swedish manufacturing firms in a business-to-business context that add services to their core product offerings (service infusion). Data was collected through interviews and focus groups.

Findings: The study found that different types of interaction modes are related to the integration of varying key resources from both the firm and the customer. A typology of interaction modes in service innovation, based on different levels of involvement, is developed.

Managerial implications: Increased and more specific knowledge of the customer’s resources is required in order to manage and coordinate how and with what resources the customer and the firm should contribute to the service innovation process.

Originality/Value: The previous service innovation literature tends to focus on how the customer can be involved in the firm’s development of offerings per se. This article suggests that focus should also include the firm’s involvement in the later phases of the service innovation process. The study contributes to the research on involvement in service innovation by showing how resources from both the customer and the firm are integrated in the service innovation process.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Service innovation, involvement, resource integration, co-creation, B2B, reciprocity.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:liu:diva-117962OAI: oai:DiVA.org:liu-117962DiVA: diva2:812477
Available from: 2015-05-19 Created: 2015-05-19 Last updated: 2015-05-19Bibliographically approved
In thesis
1. On Service Innovation and Realization in Manufacturing Firms
Open this publication in new window or tab >>On Service Innovation and Realization in Manufacturing Firms
2015 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Service innovation is increasingly becoming a basis for manufacturing firms to reach and sustain competitive advantages. While traditional product innovation typically includes how new technology can be utilized in new products, service innovation spans a broader area that is not exclusively focused on new technology, but rather how resources can be developed into value propositions and then integrated in the customer’s process in order to support customer value creation through realization. However, manufacturing firms that infuse services struggle with service innovation; this becomes especially evident in the realization phase.

This thesis is a compilation of five papers discussing different aspects of service innovation realization and the inherited challenges. The study builds upon empirical data from four Swedish manufacturing firms that infuse services and develop new value propositions that include both products and services to support customer processes.

The thesis illustrates realization as a phase in service innovation where the firm interacts with its customer in order to adjust, revise and further find new ways of improving the customer’s processes through for example customer training. Realization is characterized by a deployment phase and a post-deployment phase that represent the ongoing relationship between the customer and the firm.

Depending on who has the competencies or ability to integrate the resources that are needed for service innovation, different interaction patterns are identified. Through indirect interaction, the firm facilitates the customer’s value creation through, for example, preventive maintenance, while through direct interaction the firm acts as a co-creator in the service innovation process and hence work jointly together with the customer in order to improve customer value creation.

This thesis contributes to the literature by characterizing service innovation realization and by increasing the understanding for different interaction patterns in the service innovation process.

Place, publisher, year, edition, pages
Linköping: Linköping University Electronic Press, 2015. 71 p.
Series
Linköping Studies in Science and Technology. Dissertations, ISSN 0345-7524 ; 1675
Keyword
Service innovation, realization, manufacturing firm, co-creation
National Category
Economics and Business
Identifiers
urn:nbn:se:liu:diva-117965 (URN)10.3384/diss.diva-117965 (DOI)978-91-7519-053-2 (print) (ISBN)
Public defence
2015-06-05, ACAS, A-huset, Campus Valla, Linköping, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2015-05-19 Created: 2015-05-19 Last updated: 2015-05-19Bibliographically approved

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