ISBN : 9782296993372
INNOVATION IN SERVICES: PAST, PRESENT AND FUTURE
Alexis P. Goncalves & Jose-Luis Guerrero-Cusumano
The main focus of this paper is to discuss the innovation processes from the perspective of the service sector: How do service organizations innovate? How do they view their innovation activity? How can customer intelligence and customer intimacy drive innovation and new value creation in services? More specifically, how do these driving forces combine to increase innovation effectiveness? And how should we structure an effective innovation system in a services organization? In this paper, in addition to discussing those questions, we also present a general framework for innovation effectiveness in services. The framework is called CI-3 and stands for: Customer Intelligence, Customer Intimacy and Customer Innovation. It is based on our practical experience in implementing methods to improve innovation effectiveness in service organizations, as well as in our review of a large amount of existing empirical research on innovation. The CI-3 framework will help service organizations to break...