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Service Innovation by Lars Witell, Gary R. Schirr, Per Kristensson, Anders Gustafsson

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CHAPTER 4

Developing Service Innovations

The process of new service development is not well defined, and does not adhere to conventional empirical mechanisms. Yet, new services come onto the market every day. “How?” remains the critical question.

—Martin and Horne (1993, 62)1

This chapter covers the service innovation process and the steps that we feel an organization must successfully carry out in order to create a complete offering. Service innovation is more iterative and less structured than product-development processes for goods. Our suggestion will be that a service innovation process in essence is divided into three steps: focus (on the development project), understand (the customer), and build (a structure that facilitates delivery of ...

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