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This book discusses dynamic capability of marketing and service innovation in the hotel industry as a learning tool and guidebook. It is the author’s hope that this book can contribute to supporting the learning process in the dynamic capability approach in hospitality and service industries.
Modern corporations face a variety of challenges and opportunities in the field of sustainable development. Properly managing assets and maintaining effective relationships with customers are crucial considerations in successful businesses. Innovations in Services Marketing and Management: Strategies for Emerging Economies presents insights into marketing strategies and tactical perspectives in both large and small enterprises. The chapters in this book explore case studies, contemporary research, and theoretical frameworks in effective business management, providing students, academicians, researchers, and managers with the resources and insight necessary to identify key trends in emerging economies and build the next generation of innovative services.
All the world's most advanced economies are dominated by service. The service sector also employs the largest number of people and it is the fastest growing sector, both in number of companies and employees. The questions posed in the book are: (1) How is it growing; (2) what are these new service innovations; (3) what are the drivers; and (4) how can organizations work with service innovations in a structured way? The book views service as the value-creating activity that customers perform in their own context. The role of a company is to provide the resources and knowledge to enable value creation. Based on this view, we develop a model of service innovation and develop guidelines for what is required from the organizational perspective; how should an organization view its customers in order to be successful, what does a service development process look like, and how to transform an organization that has a product focus to a service or solution provider.
Bringing together some of the world’s leading thinkers, academics and professionals to provide practitioners, students and academicians with comprehensive insights into implementing effective service innovation. This book presents service innovation holistically and systemically across various service areas, including health, education, tourism, hospitality, telecommunications, and retail. It addresses contemporary issues through conceptual and applied contributions across industry, academia, and government, providing insights for improved practice and policy making. Featuring cutting-edge research contributions, practical examples, implementations and a select number of case studies across several growth service industries, this book also includes examples of failed service innovation attempts in order to demonstrate a balanced view of the topic and to make clear the pitfalls to be avoided. Culminating in a suggested step-by-step guide to enable service organization’s managers to understand and implement the concepts of service innovation and manage its evolutionary processes effectively, this book will prove a valuable resource to a wide reaching audience including researchers, practitioners, managers, and students who aspire to create a deeper scientific foundation for service design and engineering, service experience and marketing, and service management and innovation. Includes endorsements from professionals in the field of service innovation.
A frequent complaint in literature is that services have been previously largely overlooked by innovation researchers and technology policy makers. Given the unarguable growth in the importance of the service sectors, increasing numbers of researchers and policy makers have taken a fresh look at service activities. Innovation Systems in the Service Economy: Measurement and Case Study Analysis presents contributions which increase the understanding of the role of services in the development of the division of labor in modern economics. This volume is devoted to the elaboration and understanding of the following two themes. First, service firms can be innovative in their own right, even though the process of innovation and the kinds of innovation may be different from those traditionally associated with manufacturing and other primary activities. Second, service firms and associated activities play an important role in the evolving division of creative labor which is constituted by modern innovative systems.
The process of user-centered innovation: how it can benefit both users and manufacturers and how its emergence will bring changes in business models and in public policy. Innovation is rapidly becoming democratized. Users, aided by improvements in computer and communications technology, increasingly can develop their own new products and services. These innovating users—both individuals and firms—often freely share their innovations with others, creating user-innovation communities and a rich intellectual commons. In Democratizing Innovation, Eric von Hippel looks closely at this emerging system of user-centered innovation. He explains why and when users find it profitable to develop new products and services for themselves, and why it often pays users to reveal their innovations freely for the use of all.The trend toward democratized innovation can be seen in software and information products—most notably in the free and open-source software movement—but also in physical products. Von Hippel's many examples of user innovation in action range from surgical equipment to surfboards to software security features. He shows that product and service development is concentrated among "lead users," who are ahead on marketplace trends and whose innovations are often commercially attractive. Von Hippel argues that manufacturers should redesign their innovation processes and that they should systematically seek out innovations developed by users. He points to businesses—the custom semiconductor industry is one example—that have learned to assist user-innovators by providing them with toolkits for developing new products. User innovation has a positive impact on social welfare, and von Hippel proposes that government policies, including R&D subsidies and tax credits, should be realigned to eliminate biases against it. The goal of a democratized user-centered innovation system, says von Hippel, is well worth striving for. An electronic version of this book is available under a Creative Commons license.
This book deals with how companies can involve customers or users in order to learn with them in the field of service-based business development. It presents a variety of customer-involvement approaches, methods for learning with customers, and the results of case studies conducted in both service and manufacturing companies focusing on value-creation through services.Based on research carried out by several research groups around the world, as well as on illustrative cases, the book creates new actionable knowledge regarding customer-involvement which will be useful for both practitioners and scholars.Benefits for readers include: an understanding of the business potential of learning with customers and other users; an overview of the fields of new service development and customer-involvement with regard to concepts, theoretical frameworks, and models, in addition to strategies and techniques for involving users in fruitful ways during the innovation process; an illustration of the cases based on the results of empirical studies; and managerial implications and guidelines regarding how to manage customer-involvement during the different phases of the new service and business development process.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
This text addresses the issues of how to develop new service products - where the concept of service has moved from transaction to experience. The authors draw upon the expertise of internationally recognised authors.
This is a timely and important contribution on innovation processes within the public sector. Departing from the myth of private equal to entrepreneurial, public equal to bureaucratic paralysis , it offers precious insights into public sector learning, entrepreneurship, of course inertias, and also the trade-offs involved in different management philosophies and performance evaluation methods. It is a rare example of political economy done right . Giovanni Dosi, Sant Anna School of Advanced Studies, Pisa Innovation and entrepreneurship have become the cornerstones for economic growth, jobs and competitiveness in the global economy. However, the burden for generating an innovative economy has fallen on the private sector. Scholars have been remarkably taciturn concerning the role for innovation and entrepreneurship in the public sector has remained strikingly invisible. No more. In Innovation in Public Sector Services, the authors assemble a team of leading international scholars in a path breaking study to identify the potential for the public sector in contributing to innovation and entrepreneurship. In particular, the volume introduces an insightful new analytical framework that lays the foundations for transforming a sleepy public sector into a dynamic, innovative and highly effective partner for leadership and change in the global era. Scholars, policy makers and business leaders who think that the public sector is condemned to being a hindrance to innovation and entrepreneurship rather than a leader championing change and competitiveness in a global economy would be well advised to read this important new book. David B. Audretsch, Indiana University, Bloomington, US and WHU, Germany This groundbreaking book provides new key insights and opens up an important research agenda. The book develops a new taxonomy of the different types of innovation found in public sector services, and investigates the key features and drivers of public sector entrepreneurship. The book contains new statistical studies and a set of six international case studies in health and social services. The research shows that public sector organisations are important innovators in their own right. Economic growth and social development depend on efficient public sector organisations that deliver high quality services, are effectively organised, and have excellent interactions with the private sector, NGOs and citizens. Public sector innovation is complex, invariably involving changes in services, organisational structures, and managerial practices. Essential to successful innovation are the policy entrepreneurs and service entrepreneurs who develop, organise and manage new innovations. This book provides key lessons for these public sector entrepreneurs. Innovation in Public Sector Services fills a fundamental gap; explaining the dynamics of innovation and entrepreneurship in public sector services and is of great importance for researchers, academics and students interested in innovation, entrepreneurship and strategy management. It provides a stimulating read for anyone working or interested in health and social services.