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.
Keywords
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
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited