突破式服务创新价值共创实现机制——基于服务主导逻辑的视角
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摘要
互联网技术的迅猛发展为服务型企业的创新带来了新的创新特征和挑战,服务型企业如何实现突破式创新价值共创是需要考虑的重要问题。突破式服务创新价值共创的过程一直是一个"黑箱"过程,在看似简单的突破式服务创新过程背后,实际上蕴含了难以模仿的服务创新理念与价值共创能力。在服务主导逻辑价值共创理论以及服务创新理论基础上,采用多案例研究和扎根理论的方法,深入剖析突破式服务创新价值创造的"黑箱"过程,挖掘影响突破式服务创新的影响要素,提炼出价值发现、价值转化、价值实现的价值共创过程,并构建高效的价值共创实现机制,以期为推动服务主导逻辑中观研究、突破式服务创新理论以及顾客价值共创提供有益借鉴。
Nowadays rapid development of Internet technology brings new features and challenges for the innovation of service enterprises. The innovation of service-oriented enterprises has presented the new characteristics and changes under the background of internet. How to develop the radical service innovation value co-creation has become an important issue and its process is always a black box. Behind this complicated process it contains the service innovation ability and the inimitable value co-creation ability. Based on the theory of service dominant logic,value co-creation and service innovation,this study adopts the method of case study and grounded theory to deeply analyze radical service innovation process,to find out the key influencing elements and refine the value co-creation process. It builds effective radical service innovation value co-creation implementation mechanism to provide some theoretical support for service dominant logic,radical service innovation and customer's value co-creation.
Nowadays rapid development of Internet technology brings new features and challenges for the innovation of service enterprises. The innovation of service-oriented enterprises has presented the new characteristics and changes under the background of internet. How to develop the radical service innovation value co-creation has become an important issue and its process is always a black box. Behind this complicated process it contains the service innovation ability and the inimitable value co-creation ability. Based on the theory of service dominant logic,value co-creation and service innovation,this study adopts the method of case study and grounded theory to deeply analyze radical service innovation process,to find out the key influencing elements and refine the value co-creation process. It builds effective radical service innovation value co-creation implementation mechanism to provide some theoretical support for service dominant logic,radical service innovation and customer's value co-creation.
引文
[1]中华人民共和国国家统计局数据[EB/OL].[2017-01-22].http://www. stats. gov. cn/tjsj/sjjd/201701/t20170122_1456772. html.
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[3]SUNDBO J. Management of innovation in services[J].Service industries journal,1997,17(3):432-455.
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[5]SUNDBO J. Customer-based innovation of knowledge e-services:the importance of after-innovation[J].International journal of services technology&management,2008,9(3):218-233.
[6]MENOR L J,TATIKONDA M V,SAMPSON S E. New service development:areas for exploitation and exploration[J].Journal of operations management,2002,20(2):135-157.
[7]VRIES E D. Innovation in services in networks of organizations and in the distribution of services[J].Research policy,2006,35(7):1037-1051.
[8]LINTON J D,WALSH S T. Integrating innovation and learning curve theory:an enabler for moving nanotechnologies and other emerging process technologies into production[J].R&D management,2004,34(5):517-526.
[9]ALBURY D. Creating the conditions for radical public service innovation[J].Australian journal of public administration,2011,70(3):227-235.
[10]VARGO S L,LUSCH R F. Evolving to a new dominant logic for marketing[J].Journal of marketing,2004,68(1):1-17.
[11]LUSCH R F,VARGO S L. Service-dominant logic:reactions,reflections and refinements[J]. Marketing theory,2006,6(3):281-288.
[12]VARGO S L,MAGLIO P P,AKAKA M A. On value and value co-creation:a service systems and service logic perspective[J].European management journal,2008,26(3):145-152.
[13]VARGO S L,LUSCH R F. Institutions and axioms:an extension and update of service-dominant logic[J].Journal of the academy of marketing science,2016,44(1):5-23.
[14]GREER C R,LUSCH R F,VARGO S L. A service perspective:key managerial insights from service-dominant(S-D)logic[J].Organizational dynamics,2016,45(1):28-38.
[15]LUSCH R F,VARGO S L,GUSTAFSSON A. Fostering a trans-disciplinary perspectives of service ecosystems[J].Journal of business research,2016,69(8):2957-2963.
[16]VARGO S L,LUSCH R F. Service-dominant logic 2025[J].International journal of research in marketing,2017,34(1):46-67.
[17]李雷,简兆权,杨怀珍.打开电子服务价值共创的“黑箱”[J].管理科学,2016,29(5):15-30.
[18]王晓敏,胡兵,凌礼.服务主导逻辑下服务质量评价模型构建与实证研究——以展览企业参展商服务为例[J].软科学,2017,31(3):111-114.
[19]MARK J,FRAN S. From small ideas to radical service innovation[J].Design management review,2010,19(1):20-26.
[20]PERKS H,GRUBER T,BO E. Co-creation in radical service innovation:a systematic analysis of microlevel processes[J].Journal of product innovation management,2012,29(6):935-951.
[21]SONG M,BENEDETTO C A D. Supplier's involvement and success of radical new product development in new ventures[J].Journal of operations management,2008,26(1):1-22.
[22]CHENG C. Dynamic service innovation capability,radical service innovation and open business models[J].International journal of services technology&management,2011,16(3/4):229-242.
[23]GRONROOS C. A service perspective on business relationships:the value creation,interaction and marketing interface[J].Industrial marketing management,2011,40(2):240-247.
[24]GRULKE W. Lessons in radical innovation:out of the box-straight to the bottom line[M].New York:FT Press,2002.
[25]CHENG C C,KRUMWIEDE D. The role of service innovation in the market orientation—new service performance linkage[J].Technovation,2012,32(s7-8):487-497.
[26]GLASER B G,STRAUSS A L,PAUL A T,et al. Grounded Theory-Strategien qualitativer Forschung[M]. Bern:Verlag Hans Huber,2010.
[2]GALLOUJ F,WEINSTEIN O. Innovation in services[J].Research policy,1997,26(4-5):537-556.
[3]SUNDBO J. Management of innovation in services[J].Service industries journal,1997,17(3):432-455.
[4]SUNDBO J. The strategic management of innovation:a sociological and economic theory[J].Organization studies,2003,24(1):497-499.
[5]SUNDBO J. Customer-based innovation of knowledge e-services:the importance of after-innovation[J].International journal of services technology&management,2008,9(3):218-233.
[6]MENOR L J,TATIKONDA M V,SAMPSON S E. New service development:areas for exploitation and exploration[J].Journal of operations management,2002,20(2):135-157.
[7]VRIES E D. Innovation in services in networks of organizations and in the distribution of services[J].Research policy,2006,35(7):1037-1051.
[8]LINTON J D,WALSH S T. Integrating innovation and learning curve theory:an enabler for moving nanotechnologies and other emerging process technologies into production[J].R&D management,2004,34(5):517-526.
[9]ALBURY D. Creating the conditions for radical public service innovation[J].Australian journal of public administration,2011,70(3):227-235.
[10]VARGO S L,LUSCH R F. Evolving to a new dominant logic for marketing[J].Journal of marketing,2004,68(1):1-17.
[11]LUSCH R F,VARGO S L. Service-dominant logic:reactions,reflections and refinements[J]. Marketing theory,2006,6(3):281-288.
[12]VARGO S L,MAGLIO P P,AKAKA M A. On value and value co-creation:a service systems and service logic perspective[J].European management journal,2008,26(3):145-152.
[13]VARGO S L,LUSCH R F. Institutions and axioms:an extension and update of service-dominant logic[J].Journal of the academy of marketing science,2016,44(1):5-23.
[14]GREER C R,LUSCH R F,VARGO S L. A service perspective:key managerial insights from service-dominant(S-D)logic[J].Organizational dynamics,2016,45(1):28-38.
[15]LUSCH R F,VARGO S L,GUSTAFSSON A. Fostering a trans-disciplinary perspectives of service ecosystems[J].Journal of business research,2016,69(8):2957-2963.
[16]VARGO S L,LUSCH R F. Service-dominant logic 2025[J].International journal of research in marketing,2017,34(1):46-67.
[17]李雷,简兆权,杨怀珍.打开电子服务价值共创的“黑箱”[J].管理科学,2016,29(5):15-30.
[18]王晓敏,胡兵,凌礼.服务主导逻辑下服务质量评价模型构建与实证研究——以展览企业参展商服务为例[J].软科学,2017,31(3):111-114.
[19]MARK J,FRAN S. From small ideas to radical service innovation[J].Design management review,2010,19(1):20-26.
[20]PERKS H,GRUBER T,BO E. Co-creation in radical service innovation:a systematic analysis of microlevel processes[J].Journal of product innovation management,2012,29(6):935-951.
[21]SONG M,BENEDETTO C A D. Supplier's involvement and success of radical new product development in new ventures[J].Journal of operations management,2008,26(1):1-22.
[22]CHENG C. Dynamic service innovation capability,radical service innovation and open business models[J].International journal of services technology&management,2011,16(3/4):229-242.
[23]GRONROOS C. A service perspective on business relationships:the value creation,interaction and marketing interface[J].Industrial marketing management,2011,40(2):240-247.
[24]GRULKE W. Lessons in radical innovation:out of the box-straight to the bottom line[M].New York:FT Press,2002.
[25]CHENG C C,KRUMWIEDE D. The role of service innovation in the market orientation—new service performance linkage[J].Technovation,2012,32(s7-8):487-497.
[26]GLASER B G,STRAUSS A L,PAUL A T,et al. Grounded Theory-Strategien qualitativer Forschung[M]. Bern:Verlag Hans Huber,2010.