I was delighted to see the seven books (all about innovation) suggested to me by Amazon when I landed there today.
OK they may have been flattering me and my colleagues from Sweden, but still…
Service Innovation on Amazon.
Gloria Barczak, editor of the leading journal on innovation, JPIM has provided a list of the top downloaded articles from their website. You can download the list as a PDF here: Top 10 2015 JPIM Downloaded Articles (2).
These are the top 10 downloaded articles from the JPIM website in 2015:
Posted in Co-creation or User collaboration, Customer Research Methods, Process Innovation, Stage-Gate®
Tagged Eric von Hippel, Erwin Danneels, Gloria Barczak, Innovation research, Journal of Product Innovation Management, JPIM, Prahalad, Robert G. Cooper, Roger Calantone
According to government statistics 70-85% of the GDP of Western nations, and 63% of the world GDP is service.
Traditional goods firms are emphasizing service in their offerings. So it is positively weird that intro marketing texts put a single chapter on service marketing. It also seems odd to me that most research articles on product innovation focus on new product development for goods. And that most articles on service innovation attempt to apply processes from new product development of goods to services.
Goods makers are increasing offering there products as services. GE sells hours of thrust instead of aircraft engines; truck engines and even building roofs are offered as a function.
Ball Bearings can be a service. As the linked HBR article on SKF, the leading ball bearings provider, discusses once a good becomes smart, an offering is a system of data and controls.
One thing that the four authors of Service Innovation quickly agreed on while writing the book was the “service trifecta:”
- All Products are Service
- All Marketing is Service Marketing, and
- All Innovation is Service Innovation
Last Friday my wife and I drove 2.5 hours to Charleston, WV, in order to purchase a 5-year pre-check pass from the TSA for $85 each. Most sites have a waiting time of a month for an appointment to buy the pre-check. There are three clear benefits from the pass:
- Skip the “TSA Strip Tease.” You know the dance: remove your shoes, jacket, sweater, belt, wallet, phone, change, etc. Hold up your arms and see if your trousers stay in place. (All without accompanying music!)
- Leave your computers, electrical gear, and shampoo in your carry-on case.
- Clear security faster.
The TSA collects $17 per year from each participant PLUS costs go down since not everyone goes through the same
torture process. A true Win-win for the TSA!
I was wondering if other notorious bad service providers have similar profit opportunities…
How much would you pay annually to:
When does a firm benefit from customer co-creation?
The leading journal of product innovation, JPIM, has a cool YouTube channel to view short summaries of selected articles on innovation. I strongly recommend checking it every couple months for new posted videos. Even if, like me, you read the journal cover-to-cover every issue, it is interesting to see how the authors portray their research via video.
Readers of a blog originally titled “Service Co-creation” will undoubtedly be interested in this video – which asks when does a firm benefit from customer co-creation. The authors found that benefits from customer involvement vary based on whether the innovation is:
- Incremental or Radical, and
- Utilitarian or hedonic.
Watch the video to get the insights:
This full article is featured in the July issue of JPIM.
Again the video link is here.
Posted in Co-creation or User collaboration, communication, Customer Research Methods, NSD Process
Tagged customer co-creation, Customer co-development, Gerda Gemser, Hedonic, Hedonic versus Utilitarian, Incremental versus Radical, Jan van den Ende, Marina Candi, Radical new product