Increasingly, service innovation is a source of competitive differentiation for products of key companies such as manufacturers, distributors and retailers. However, the relative intangibility of services has led to uncertainty about how to apply knowledge in product innovation in the services space. We argue that significant innovation of services by a dominant company product must start with the recognition that services are solutions to customer needs. As such, the main objective of a company seeking dominant product service innovation should not be to innovate service. Instead, it should be to help customers get a specific job done better or to help them get more jobs done. To this end, three approaches for companies seeking innovation of new services based on how customers define value is proposed.
by
Lance A. Bettencourt,
Stephen W Brown
Source: Business Horizons
7 pages.
May 15 2013: release date. Prod #: BH528-PDF-ENG
For larger Products: service innovation in an enterprise product key Solution Case
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