Service Innovation

Service Innovation

Anders Gustafsson, Per Kristensson, Gary Schirr and Lars Witell

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April 21, 2016
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All the world’s most advanced economies are dominated by service. The service sector also employs the largest number of people and it is the fastest growing sector, both in number of companies and employees.

The questions posed in the book are:

(1) How is it growing;

(2) what are these new service innovations;

(3) what are the drivers;

(4) how can organizations work with service innovations in a structured way?

The book views service as the value-creating activity that customers perform in their own context. The role of a company is to provide the resources and knowledge to enable value creation. Based on this view, we develop a model of service innovation and develop guidelines for what is required from the organizational perspective; how should an organization view its customers in order to be successful, what does a service development process look like, and how to transform an organization that has a product focus to a service or solution provider.

Despite the heightened focus on service in society, most models and theories of innovation are based on that the norm is a physical good. We believe that the norm is actually experiential and service based. This book addresses this mismatch of theory and practice for the benefit of those who are seeking to understand, teach, and practice service innovation.

Anders Gustafsson

Anders Gustafsson,  is a professor of business administration in the Service Research Center ( at Karlstad University, Sweden. Anders Gustafsson also holds a part-time position as a professor at BI Norwegian School of Business, Norway.  He is doing research on issues like; customer satisfaction and loyalty, new service development, service innovation, service infusion in manufacturing, and management of customer relationships. Dr. Gustafsson has published more than 150 academic articles, book chapters and industry reports.

Per Kristensson

Per Kristensson, is Professor at the Service Research Center, at Karlstad University – in Karlstad, Sweden. He earned his Ph.D. from University of Gothenburg in 2003. Dr. Kristensson is also a visiting professor at Norwegian School of Economics (NHH) initiative on Service Innovation (CSI) in Bergen, Norway. Dr. Kristensson’s research concern mainly service management, service innovation and various aspects of customer experience. In many of his research articles psychological theories are used to explain challenges and aspects related to customers.

Gary R. Schirr

Gary R. Schirr

Gary R. Schirr , is associate professor of Marketing at Radford University (Virginia, USA). Gary has a research focus on service innovation, user engagement, and social media marketing. He teaches social media marketing as well as product and service innovation to undergraduate and MBA students.

Lars Witell

Lars Witell, is a Professor at the CTF-Service Research Center at Karlstad University, Sweden and holds a position as Professor of Business Administration at Linköping University, Sweden. Lars is also a visiting Professor at Chalmers University of Technology in Gothenburg, Sweden and a part of the global research faculty at the Center for Services Leadership at Arizona State University, US. Lars conducts research on service innovation, customer co-creation and service infusion in manufacturing firms.

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