Service innovations allegedly involve intangible innovative products, but this article argues for a radical service logic perspective, which challenges the traditional attribute-based view of innovation. Instead of innovative products and services, the focus here shifts innovative customer value co-creation roles. This article presents a case-based management framework, such as service-logic innovations shows the role of the customer as a buyer, customer or user and how fi change reveals … Read more »

Service innovations allegedly involve intangible innovative products, but this article argues for a radical service logic perspective, which challenges the traditional attribute-based view of innovation. Instead of innovative products and services, the focus here shifts innovative customer value co-creation roles. This article presents a case-based management framework, such as service-logic innovations shows the role of the customer as a buyer, customer or user, and how companies can innovate through smart offers value other approaches to integration and re-configured value constellations reveals.
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from
Stefan Michel,
Stephen W Brown,
Andrew S Gallan
Source: California Management Review
18 pages.
Release date: 01 Registered in May 2008. Prod #: CMR396-PDF-ENG
Service-Logic Innovations: How to customer innovation, not products HBR case solution

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