Increasingly, service initiation is a wellspring of competitive distinction for merchandise-dominant companies including producers, vendors, and retailers. Eventhough, the comparative intangibility of services has led to indecision regarding how to apply product innovation expertise to the services space. We claim that meaningful service innovation by a product-dominant firm must begin with the acknowledgement that services are alternatives to customer needs.
As such, the main aim of a product-dominant business seeking service initiation must not be to innovate service. To this end, we present three strategies for companies in search of new service innovation based on value, defined by customers.
PUBLICATION DATE: May 15, 2013 PRODUCT #: BH528-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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