Issues in the Innovation Service Product Process: A Managerial Perspective

  • Junarsin E
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Innovations in service augmentation are perceived to have a big impact on sales and profits as well as the success of other products. One of the most pivotal factors in the services innovation is the employment of champion. The "service champion" is defined as someone charged with nurturing and protecting a new service from idea generation to commercialisation stages. The whole innovation process is basically dependent upon the service champion's capability of designing and executing creativity and innovation as well as bringing people together. This paper discusses key issues to be considered in the services innovation. Strategies that can be used to enhance the services innovation management are: (1) formalising the process of innovation, (2) creating a new service charter, (3) increasing customer inputs to the overall process, (4) emphasising internal idea generation and concept development, (5) enhancing quasi-search quality, and (6) hiring and maintaining innovation champions. [ABSTRACT FROM AUTHOR] Copyright of International Journal of Management is the property of International Journal of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Author-supplied keywords

  • COMMERCIAL products
  • CREATIVE ability
  • CUSTOMER loyalty
  • ECONOMIC aspects
  • INNOVATION management
  • MARKETING -- Planning
  • MARKETING research
  • PRODUCTION standards

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  • Eddy Junarsin

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