Understanding new service development and service innovation through innovation modes

Abstract

Purpose

The purpose of this paper is to explore the role of innovation modes in understanding challenges of integrated NSD and NPD, and the use of structured NSD processes in manufacturing firms.

Design/methodology/approach

The research is based on a two-stage multiple case study. The first stage is an interview study of 17 key informants representing manufacturing firms in the machine industry. The second stage is an in-depth study of three service innovations at three manufacturing firms based on 16 interviews with key informants.

Findings

The results of the study show that NSD processes are often more structured if the service is developed separately from the product. The fact that different innovation modes benefit from varying degrees of structure in the development process means that integrated service development can be challenging. Furthermore, service innovations often follow a trajectory of innovation modes before succeeding in the market. Some innovation modes occur within the NSD process, while others occur outside the process. One success factor for NSD is the fit between the innovation modes and the NSD process, rather than the NSD process per se.

Originality/value

This research uses innovation modes to explain why NSD in manufacturing firms is often performed on an ad hoc basis, and how service innovations go through a trajectory of innovation modes. In this way, the study contributes to theory development of service innovation, and specifically service innovations in manufacturing firms.

Citation

Gremyr, I., Witell, L., Löfberg, N., Edvardsson, B. and Fundin, A. (2014), "Understanding new service development and service innovation through innovation modes", Journal of Business & Industrial Marketing, Vol. 29 No. 2, pp. 123-131. https://doi.org/10.1108/JBIM-04-2012-0074