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Exploring dualities of service innovation: implications for service research

Lars Witell (Department of Business Administration, Linköping University, Linköping, Sweden AND CTF, Service Research Center, Karlstad University, Karlstad, Sweden)
Laurel Anderson (W. P. Carey School of Business and Research Faculty, Arizona State University, Tempe, Arizona, USA)
Roderick J. Brodie (Business School, University of Auckland, Auckland, New Zealand)
Maria Colurcio (Department of Law, History, Economics and Social Science, University Magna Graecia of Catanzaro, Catanzaro, Italy AND Innovation Management, University of Caxias do Sul, Caxias do Sul, Brazil)
Bo Edvardsson (CTF, Service Research Center, Karlstad University, Karlstad, Sweden)
Per Kristensson (CTF, Service Research Center, Karlstad University, Karlstad, Sweden)
Line Lervik-Olsen (Department of Marketing, Norwegian Business School, Oslo, Norway)
Roberta Sebastiani (Department of Management, Università Cattolica del Sacro Cuore, Milano, Italy)
Tor Wallin Andreassen (Center for Service Innovation, NHH Norwegian School of Economics, Bergen, Norway)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 14 September 2015

2837

Abstract

Purpose

The purpose of this study is to explore three paradoxes of service innovation and provide a way forward for fresh thinking on the topic.

Design/methodology/approach

Through a conceptual model of service innovation research, the authors challenge the “pro-change” bias and explore what can be learnt from the duality of service innovation.

Findings

This paper suggests that research moves beyond a firm perspective to study service innovation on multiple levels of abstraction. A conceptual model based on two dimensions, level (individual, organization and society) and outcome (success, failure), is used to pinpoint and explore three dualities of service innovation: adopt–reject, change–static and good–bad.

Originality/value

By challenging the traditional perspective on service innovation, the authors present new avenues for fresh thinking in research on service innovation. In this paper, the authors encourage researchers and managers to learn from failures and to acknowledge the negative effects of service innovation.

Keywords

Citation

Witell, L., Anderson, L., Brodie, R.J., Colurcio, M., Edvardsson, B., Kristensson, P., Lervik-Olsen, L., Sebastiani, R. and Wallin Andreassen, T. (2015), "Exploring dualities of service innovation: implications for service research", Journal of Services Marketing, Vol. 29 No. 6/7, pp. 436-441. https://doi.org/10.1108/JSM-01-2015-0051

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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