Service Innovation

Preface

... the business enterprise has two—and only two—basic functions: marketing and innovation.

—Peter Drucker

Even by out-of-date traditional measures, over 70 percent of the gross domestic product (GDP) of the European Union (EU) and Sweden and over 80 percent of the GDP of the United States is service. Yet, most of the models and theories of service innovation are based on new product development for goods. This book seeks to address this mismatch of theory and practice for the benefit of those who are researching, teaching, or practicing service innovation.

This book is targeted to:

• Professionals involved in service innovation;

• Executives who manage those professionals;

• Executives of traditional goods firms who wish to increase service ...