To read the full version of this content please select one of the options below:

Innovation of product‐related services

Heiko Gebauer (Institute of Technology Management, University of St Gallen, St Gallen, Switzerland)
Regine Krempl (Institute of Technology Management, University of St Gallen, St Gallen, Switzerland)
Elgar Fleisch (Institute of Technology Management, University of St Gallen, St Gallen, Switzerland)
Thomas Friedli (Institute of Technology Management, University of St Gallen, St Gallen, Switzerland)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 11 July 2008

Abstract

Purpose

This paper aims to answer the following two research questions: “What antecedents are required for the innovation of product‐related services?” and “How do the antecedents differ for product‐related services developed during the product development process or during the product usage?”

Design/methodology/approach

A multi‐case research design was employed.

Findings

Involvement of frontline employees, information sharing, multifunctional teams, funnel tools, information technology, internal organization, and training and education have a similar impact on the success of integrated and separated service innovations. Presence of service champion, autonomy of employees, market testing, and market research have a positive effect on separated, but a negative impact on integrated service innovations. The strategic focus, external contacts, availability of resources, and management support are positively associated with both innovation types, but their importance is essentially higher for separated than for integrated product‐related service innovations.

Research limitations/implications

The external validity (generalizability) of the antecedents could not be assessed accurately.

Practical implications

The explanation of antecedents forms a model that can guide managers who wish to develop product‐related services successfully.

Originality/value

The findings imply that managers contemplating a product‐related service innovation project have to consider the innovation type (integrated or separated) and reframe the antecedents accordingly.

Keywords

Citation

Gebauer, H., Krempl, R., Fleisch, E. and Friedli, T. (2008), "Innovation of product‐related services", Managing Service Quality: An International Journal, Vol. 18 No. 4, pp. 387-404. https://doi.org/10.1108/09604520810885626

Publisher

:

Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited