Open Journal of Business and Management

Volume 7, Issue 1 (January 2019)

ISSN Print: 2329-3284   ISSN Online: 2329-3292

Google-based Impact Factor: 1.13  Citations  

Innovation and Co-Creation Process within a Service Context: A Matter of Choice or Necessity?

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DOI: 10.4236/ojbm.2019.71002    926 Downloads   2,661 Views  Citations
Author(s)

ABSTRACT

The notion of service ought to be embedded in the psyche of those responsi-ble for the design and delivery of service provision. Within an ever changing landscape, meeting customer expectations is a major priority for firms en-gaged in service provision. Enhancing the service experience lies in the con-text of innovation and entrepreneurship. The focus of innovation within business should take into consideration the unexpected, the nature of incon-gruities, process need and changes to structure. Innovation within service industries is widely recognised among researchers and practitioners as a key to gaining and sustaining competitive advantage. Increasingly, firms within service industries are placing new knowledge at the core of their strategies, especially knowledge about co-creation processes, knowledge of innovation and service design. In this context, the purpose of this paper is to explore the linkages between service development and co-creation processes to better understand the complexity of service innovation. The paper will first outline the notion of service and the context of service innovation. It will present a summarised view for management of service innovation. The paper will then move to illustrating how the creation and use of co-creation processes can be used to provide a shared understanding of what constitutes best practice.

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McManus, J. and Ardley, B. (2019) Innovation and Co-Creation Process within a Service Context: A Matter of Choice or Necessity?. Open Journal of Business and Management, 7, 25-42. doi: 10.4236/ojbm.2019.71002.

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