Exploring value propositions and service innovation : a service-dominant logic study


Autoria(s): Skålen, Per; Gummerus, Johanna; Koskull, Catharina; Magnusson, Peter R
Data(s)

2015

Resumo

This paper presents an eight-firm study, conducted from the service-dominant logic perspective, which makes a contribution regarding knowledge of the anatomy of value propositions and service innovation. The paper suggests that value propositions are configurations of several different practices and resources. The paper finds that ten common practices, organized in three main aggregates, constitute and fulfill value propositions: i.e. provision practices, representational practices, and management and organizational practices. Moreover, the paper suggests that service innovation can be equated with the creation of new value propositions by means of developing existing or creating new practices and/or resources, or by means of integrating practices and resources in new ways. It identifies four types of service innovation (adaptation, resource-based innovation, practice-based innovation, and combinative innovation) and three types of service innovation processes (practice-based, resource-based, and combinative). The key managerial insight provided by the paper is that service innovation must be conducted and value propositions must be evaluated from the perspective of the customers’ value creation, the service that the customer experiences. Successful service innovation is not only contingent on having the right resources, established methods and practices for integrating these resources into attractive value propositions are also needed.

Formato

application/pdf

Identificador

http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-31945

doi:10.1007/s11747-013-0365-2

ISI:000349289900001

Idioma(s)

eng

Publicador

Karlstads universitet, Centrum för tjänsteforskning

Karlstads universitet, Centrum för tjänsteforskning

Karlstads universitet, Handelshögskolan

HANKEN, Finland

HANKEN, Finland

Springer US

Relação

Journal of the Academy of Marketing Science, 0092-0703, 2015, 43:2, s. 137-158

Direitos

info:eu-repo/semantics/openAccess

Palavras-Chave #Resource integration #Service-dominant logic #Service innovation #Value proposition
Tipo

Article in journal

info:eu-repo/semantics/article

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