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Value proposition test-driving for service innovation

Value proposition test-driving for service innovation Purpose– The purpose of this paper is to investigate the role of frontline employees in service innovation from a service-dominant logic (SDL) perspective. Frontline employees lack a formal innovation obligation. Service innovation is a resource integration process resulting in the creation of new value propositions. Design/methodology/approach– A case study of service innovation projects that includes three different businesses in the IT sector and personal interviews with 25 frontline employees. Findings– The findings suggest that frontline employees contribute to service innovation by test-driving potential value propositions. Three types of value proposition test-driving have been identified: cognitive, practical, and discursive. The findings suggest interdependencies between the different modes of value proposition test-driving, as well as specific phases of the service innovation process dominated by one form or another. Research limitations/implications– Value proposition test-driving offers a fruitful context for managers to involve frontline employees and use their creativity and expertise. The case study approach, however, limits the statistical generalizability of the findings. Originality/value– The study is novel in that it introduces the notion of value proposition test-driving for service innovation; provides a systematic empirical analysis of how frontline employees contribute to service innovation by test-driving value propositions; offers a service innovation model informed by the SDL; and contributes to the SDL by detailing how service innovation occurs in practice. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Theory and Practice Emerald Publishing

Value proposition test-driving for service innovation

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2055-6225
DOI
10.1108/JSTP-10-2014-0242
Publisher site
See Article on Publisher Site

Abstract

Purpose– The purpose of this paper is to investigate the role of frontline employees in service innovation from a service-dominant logic (SDL) perspective. Frontline employees lack a formal innovation obligation. Service innovation is a resource integration process resulting in the creation of new value propositions. Design/methodology/approach– A case study of service innovation projects that includes three different businesses in the IT sector and personal interviews with 25 frontline employees. Findings– The findings suggest that frontline employees contribute to service innovation by test-driving potential value propositions. Three types of value proposition test-driving have been identified: cognitive, practical, and discursive. The findings suggest interdependencies between the different modes of value proposition test-driving, as well as specific phases of the service innovation process dominated by one form or another. Research limitations/implications– Value proposition test-driving offers a fruitful context for managers to involve frontline employees and use their creativity and expertise. The case study approach, however, limits the statistical generalizability of the findings. Originality/value– The study is novel in that it introduces the notion of value proposition test-driving for service innovation; provides a systematic empirical analysis of how frontline employees contribute to service innovation by test-driving value propositions; offers a service innovation model informed by the SDL; and contributes to the SDL by detailing how service innovation occurs in practice.

Journal

Journal of Service Theory and PracticeEmerald Publishing

Published: May 9, 2016

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