Service innovation reportedly include innovative products intangible, but this article argues for a more radical service logic perspective, which challenges the traditional, based on the attributes of innovation. Instead of innovative products and services, the emphasis is shifting towards value co-creation of innovative customer roles. This article presents a case based on the management structure, which shows how the logic of service innovation to change the role of the customer as a buyer, payer, or the user, and shows how companies can innovation with intelligent suggestions, different approaches to the integration value, and reconfigure the constellation value. "Hide
by Stefan Michel, Stephen W Brown, Andrew S Gallan Source: California Management Review 18 pages. Publication Date: 01 May 2008. Prod. #: CMR396-PDF-ENG
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