From goods to great: Service innovation in a product-dominant firm |
Abstract:
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 productdominant 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. |
| Keywords: |
Services; Service innovation; Customer jobs; Consumption chain; Customer research |
| Author(s): |
Lance A. Bettencourt , Stephen W. Brown |
| Source: |
Business Horizons (2013) 56, 277—283 |
| Subject: |
مدیریت کیفیت و بهره وری |
| Category: |
مقاله مجله |
| Release Date: |
2013 |
| No of Pages: |
7 |
| Price(Tomans): |
0 |
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بر اساس شرایط و ضوابط ارسال مقاله در سایت مدیر، این مطلب توسط یکی از نویسندگان ارسال گردیده است. در صورت مشاهده هرگونه تخلف، با تکمیل فرم گزارش تخلف حقوق مؤلفین مراتب را جهت پیگیری اطلاع دهید.
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