Service - Marketing Managing Innovative Changes
Managing Innovative Changes
Introduction
This paper is focused on the service innovation and management of innovative changes in present. Though, innovation is one of the most significant elements in the development of service science, but mostly considers as a little further to the repackaging of a existing theory and practice from a wide range of disciplines and cannot be considered as a new, emergent, business or management paradigm. This paper is written to give evidence from the management of change perspective that service innovation is actually a separate domain of excellence in management of services in contemporary theories of management.
Service Innovation The concept of service innovation arises from the definition of service in broad context i.e. services are ‘intermediation activities’ which involve customer and employees of the company (Crespi et al., 2006). Production and consumption can be involved simultaneously like in doctor check up or barber services and can be done separately as in transport business. The connection of consumer with the production and consumption of the service is inevitable in contrast of a manufacturing business which can be done without the involvement of the consumer. In general, innovation is the successful achievement, processing, and implementation of new ideas. This concept is very much included in the process of service innovation, based on the innovative and practical approaches for the enhancements of delivered services. The problem with service innovation lies in the fact that it is not easily recognizable as compared to the production business in which the innovations are clearly visible by the developments in products. Also, many typologies have been discovered by academicians to classify and interpret innovations in service and production. These innovations can be of the nature of suppliers’ dominance, consumer interaction dependent and integrated innovations from all stake holders of the business.
Introduction
This paper is focused on the service innovation and management of innovative changes in present. Though, innovation is one of the most significant elements in the development of service science, but mostly considers as a little further to the repackaging of a existing theory and practice from a wide range of disciplines and cannot be considered as a new, emergent, business or management paradigm. This paper is written to give evidence from the management of change perspective that service innovation is actually a separate domain of excellence in management of services in contemporary theories of management.
Service Innovation The concept of service innovation arises from the definition of service in broad context i.e. services are ‘intermediation activities’ which involve customer and employees of the company (Crespi et al., 2006). Production and consumption can be involved simultaneously like in doctor check up or barber services and can be done separately as in transport business. The connection of consumer with the production and consumption of the service is inevitable in contrast of a manufacturing business which can be done without the involvement of the consumer. In general, innovation is the successful achievement, processing, and implementation of new ideas. This concept is very much included in the process of service innovation, based on the innovative and practical approaches for the enhancements of delivered services. The problem with service innovation lies in the fact that it is not easily recognizable as compared to the production business in which the innovations are clearly visible by the developments in products. Also, many typologies have been discovered by academicians to classify and interpret innovations in service and production. These innovations can be of the nature of suppliers’ dominance, consumer interaction dependent and integrated innovations from all stake holders of the business.