Towards integrated service innovation: from strategic goals to organisational structures

ISSN： 1741-539X

Source： International Journal of Services Operations and Informatics, Vol.2, Iss.4, 2007-11, pp. : 357-370

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Abstract

Service innovation is emerging as a critical source of competitive advantage for firms in the 21st century. The success of service innovation requires an integrated approach that can align abstract service strategies with specific organisation and information structures. This paper proposes a methodology that can systematically guide the creation and concretisation of new service strategies. Specifically, by integrating theories, techniques and heuristics from the fields of service innovation, strategic management and organisation modelling, we create a service-oriented organisational ontology and a process model for service strategy analysis and design. We illustrate the methodology with a real-life based case study and preliminarily evaluate the effectiveness of the methodology with a small behavioural experiment.