Service innovations reportedly involve innovating intangible products, but this article argues for a more radical service-logic perspective that challenges the traditional, attribute-based view of innovation. Rather than innovating products and services, the focus here shifts toward innovating customers' value co-creation roles. This article presents a case-based managerial framework that reveals how service-logic innovations change the customer's role as a buyer, payer, or user and shows how firms can innovate through smart offerings, different value integration approaches, and reconfigured value constellations."

【書誌情報】

ページ数：18ページ

サイズ：A4

商品番号：HBSP-CMR396

発行日：2008/5/1

登録日：2008/8/25