The business‐to‐business customer in the service innovation process

Abstract

This paper addresses a major impediment to business‐to‐business service innovation. The focus is on the role played by the client in a service dominant offering, compared to product dominant offerings. Part of this concerns the concept of customer input uncertainty includng the diversity of customer demand and the customer’s disposition to participate in the innovation process. The paper concludes by tracking and innovation process in a consultation between a major global consulting firm and one of its clients.

Citation

Martin, C.R., Horne, D.A. and Schultz, A.M. (1999), "The business‐to‐business customer in the service innovation process", European Journal of Innovation Management, Vol. 2 No. 2, pp. 55-62. https://doi.org/10.1108/14601069910269772