Rethinking service innovation: four pathways to evolution
International Journal of Quality and Service Sciences
ISSN: 1756-669X
Article publication date: 23 March 2010
Abstract
Purpose
Service‐dominant (S‐D) logic and service science provide a conceptual framework to describe evolutionary pathways that companies could follow by innovating in order to overcome and rethink traditional and non‐productive ways of managing their businesses. The purpose of this paper is to explore service innovation.
Design/methodology/approach
Through a critical review of literature about service innovation, highlighting a dynamic perspective and building on the latest contributions from S‐D logic and service science, a research framework is designed. An in‐depth analysis of empirical data from almost 100 companies is conducted.
Findings
Four evolutionary paths based on innovation pursued by companies to face the growing complexity of their competitive environment are identified. The paths are dematerialization of the offering system, virtualisation of the value systems, replication of the organizational models and multiplication of market niches.
Research limitations/implications
This is a starting point for better understanding, in a dynamic perspective, the role of innovation in supporting the redefinition of corporate business models and the conditions that enable their path development.
Originality/value
Four cases that show the characteristics of each path are presented. The cases allow the specificity of each path to be emphasized, especially in terms of antecedents and the role of the service science key resources people, technology, organizations and shared information.
Keywords
Citation
Sebastiani, R. and Paiola, M. (2010), "Rethinking service innovation: four pathways to evolution", International Journal of Quality and Service Sciences, Vol. 2 No. 1, pp. 79-94. https://doi.org/10.1108/17566691011026612
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited