Consumer perceptions of service constellations: implications for service innovation

Abstract

Purpose

The purpose of this paper is to investigate how the service constellation perspective affects innovation strategies and potentially contributes to the innovation literature, proposing a research agenda.

Design/methodology/approach

By analyzing the notion of a service constellation, the authors provide an overview of major implications for service innovation research and practice.

Findings

Firms and service innovation researchers need to focus on the perceived consumer value of the constellation rather than on individual services. The authors illustrate how service innovation from the constellation perspective requires coordination and synchronization between projects and different approaches to portfolio management and screening.

Originality/value

Adoption of the service constellation perspective creates new opportunities.

Citation

van Riel, A.C.R., Calabretta, G., Driessen, P.H., Hillebrand, B., Humphreys, A., Krafft, M. and Beckers, S.F.M. (2013), "Consumer perceptions of service constellations: implications for service innovation", Journal of Service Management, Vol. 24 No. 3, pp. 314-329. https://doi.org/10.1108/09564231311327012