Service innovation challenges at the policy, industry, and firm level : a qualitative enquiry into the service innovation system

This report documents the results of an exploratory inquiry into the challenges of service innovation in Norway. It is based on 45 interviews conducted with 63 representatives of the Norwegian innovation system for service innovation reflecting the views of representatives from knowledge intensive service providers, regular service providers, capital market institutions, innovation policy system institutions and research institutions. The report first briefly reviews the challenges expected to be found when using theoretical and empirical studies of service innovation as it is reflected in the research literature. Next, it reports the methodology applied to capture the opinions of the innovation system representatives. Finally, it reports the results at three different levels; the policy level reflecting challenges in innovation policy, regulatory policy and general political decision making affecting service innovation; the industry level reflecting cross sectoral challenges at the industry level, and finally, and most importantly in this report; the business level which covers both the firm and value network levels. Our findings are organized by a framework focusing antecedents, processes, methodologies, types and effects of service innovation. We conclude that the challenges we find at the business level are rather complex and differ somewhat from what was expected from theory and considerably from those derived by market and systemic failure approaches to innovation. We conclude that the challenges at the business level should be approached with an interaction perspective on the dynamic parts of the service innovation system covering knowledge intensive service providers, capital market institutions and traditional service providers. A traditional approach to research driven innovation where the source of the innovation is found in research institutions and where innovation is stimulated through traditional innovation policy instruments does not seem to be equally appropriate in service innovation

The effects of variety and bundling on choice and satisfaction: Applications to new telecommunication and media services

The purpose of this working paper is twofold; 1)to review consumer behavior literature on how assortment variety and bundling influence choice related variables, and 2)to apply this review on an analysis of telecommunication and new services. Literature related to the characteristics of assortment/bundle, perception of the assortment/bundle, perception of the choice situation, choice, perception of the choice, and experience with the chosen option is reviewed with focus on assortment and bundling. The review is based on an open literature search using keywords as “assortment size”, “assortment variety”, “bundling” and “unbundling” in databases as ISI and Ebsco. In addition, manual reviews of references used in the articles revealed from the databases have also been used to make sure we cover as many relevant articles as possible. The articles reviewed are briefly summarized in table 1 (assortment studies) and table 2 (bundling studies). Based on the literature reviewed, the results revealed are applied in a theoretical analysis of the effects of variety and bundling on choice- and post-choice related variables in new telecommunication and media services. Six services are discussed; traditional telephony and broadband services, mobile internet services and applications, services in heterogeneous access networks, multiplay services, TV-channel network services, and online video services. The analyses focus on potential effects of assortment variety and bundling on choice and post choice related variables for each of the six services. Because regulatory authorities typically use variety to stimulate efficient competition, some regulatory issues of relevance for each of the six services are also briefly discussed. The main results from the general consumer literature review on variety and bundling is summarized. A brief summary of what seems to be the most relevant issues related to variety, bundling, and regulatory actions for the six telecommunication and media services analyzed is also presented. The review of the literature and the analyses of the six services show a significant need for research on how variety and bundling influence choice and choice related variables. A discussion of potential routes for future research together with a preliminary draft of a research model closes the discussion of this working paper

An empirical study of variety and bundling effects on choice and satisfaction : new telecommunication and media services

The purpose of this report is twofold; 1) to review consumer behavior literature on how assortment variety and bundling influence choice related variables, and 2) to present results from an empirical study investigating effects of assortment variety and bundling on choice related variables for TV and Triple play services. Literature related to the characteristics of assortment/bundle, perception of the assortment/bundle, perception of the choice situation, choice, perception of the choice, and experience with the chosen option is reviewed with focus on assortment and bundling. The review is based on an open literature search using keywords as “assortment size”, “assortment variety”, “bundling” and “unbundling” in databases as ISI and Ebsco. In addition, manual reviews of references used in the articles revealed from the databases have also been used to make sure we cover as many relevant articles as possible. The empirical study included five manipulations. First, service categories chosen are TV and Triple play services. Second, the services were offered both “a la carte” and bundled value proposition. Third, the assortments were presented in large and small size. Four, prices were also manipulated as high and low, and finally, five, lock in (subscription) were manipulated as no binding and 12 months binding. Effects of the manipulations were studied on variables such as perceived freedom of choice, choice versus no choice, satisfaction with choice, perceived regret, etc. A sample of 1509 people was recruited from a Norstat Internet panel, representing the population of Internet users in Norway. The results indicate several main effects of assortment size, price, and bundling versus “a la carte”. Some main effects were revealed for service category (TV versus Triple play) while only one main effect (on choice) was found for binding. In addition, several situational and individual factors were found to moderate the main effects. The report is closed with a summary and discussion of the results. Additionally, potentially implications of the results are proposed, pointing in particular to the importance of developing a more holistic model including mediating and moderating effects of individual and situational factors when explaining the main effects reported here

Self service technology : an overview of existing research

The purpose of this working paper is twofold. First the paper presents a review of the literature on self service technology (SST). The review categorizes the literature based on dependent variables studied in existing research. The review finds that most of the studies have focused on antecedents of attitude/intention/usage of SST, satisfaction with SST, and loyalty to SST. Also, the antecedents to each of the three main dependent variables are systemized in the review. The review shows that existing literature on SST hardly include moderating variables in the models tested. None of the articles aiming to explain loyalty to SST have included potential moderating effects in the models tested. The paper also gives an overview of potential dimensions for categorization of SST. Only a few of the articles reviewed gives insight into such dimensions. Given the limited focus on dimensions for categorization of self service technologies, the second purpose was to study how various channels vary along more general channel dimensions. A brief review of such dimensions is reported, and an exploratory study among students at Norwegian School of Economics and Business Administration (NHH) is conducted illustrating how 11 channels are perceived along 16 dimensions. The results show significant differences between the channels in how they are perceived along all of the 16 dimensions studied. Finally, based on the review and the exploratory study conducted, some directions for future research are suggested

Brand and customer experience in service organizations : literature review and brand experience construct validation

Commoditization of goods and services has generated a need for providing customer value beyond functional attributes and benefits. The concepts of brand and customer experience have therefore gained increased interest among marketing scholars and practitioners. The experience literature is primarily descriptive and managerially oriented, for the most part ignoring the conceptual nature of experience, its underlying dimensions, and its relationship with other key brand concepts. Following a literature review of how brand and customer experience have been conceptualized and empirically studied, this paper presents a study with the purpose of testing a recently published brand experience scale. In addition to validating the established dimensions of the measurement scale, the study tests an additional dimension; relational experience, which is proposed as particularly relevant for service brands. The study also reports results of a test of the relationship between experience and other brand-related scales

Student active Learning. Experiences from a course in Product Development and design

A number of studies have investigated the effects of the flipped classroom technique on students’ engagement and learning outcome. Where some studies show positive effects on students’ engagement, involvement and learning outcome, others fail to show the same positive results. One crucial element seems to be the way students are prepared for the transition, from a traditional lecture-based course to the flipped classroom technique. In this paper we present students’ feedback and experiences from flipped classroom at an international master course in ‘Product development and design’ at NHH Norwegian School of Economics. Overall, students’ responses are favourable, rating the opportunity for dialogue and feedback from teacher, a flexible structure and good planning as some factors of success.Ulike studier som har analysert erfaringer med omvendt undervisning (flipped classroom) viser til dels sprikende resultater. Noen studier viser at studentenes engasjement, motivasjon og læringsutbytte øker med innføringen av omvendt undervisning, mens andre studier viser at studenter trives best med et mer tradisjonelt undervisningsopplegg. Denne studien beskriver erfaringer med omvendt undervisning fra et internasjonalt masterkurs i produktutvikling ved Norges Handelshøyskole, med vekt på studentenes tilbakemeldinger. Studentene er gjennomgående positive til undervisningsopplegget og trekker frem mulighetene for dialog og tilbakemelding, fleksibilitet innenfor klare rammer, og god planlegging som spesielt positivt.publishedVersio

"This is who I am": Identity expressiveness and the theory of planned behavior

- Peer reviewedThis paper explores the role of self-identity expressiveness and social identity expressiveness in the context of Multimedia Messaging (MMS) adoption. An extended version of the Theory of Planned Behavior (TPB) including a wider array of identity and social influences is developed and tested. As hypothesized, self-identity expressiveness and social identity expressiveness prove to be significant determinants of intentions to use. Moreover, the extended TPB model explains 62% of the variance in usage intentions. The paper also investigates the relationship between self identity expressiveness and attitude and between social identity expressiveness and subjective norm. The study results indicate that the concept of subjective norm alone is insufficient to capture the rich universe of identity and social influences driving behavioral intentions. Implications for marketing managers and scholars are discussed. (c) 2007 Wiley Periodicals, Inc.This paper explores the role of self-identity expressiveness and social identity expressiveness in the context of Multimedia Messaging (MMS) adoption. An extended version of the Theory of Planned Behavior (TPB) including a wider array of identity and social influences is developed and tested. As hypothesized, self-identity expressiveness and social identity expressiveness prove to be significant determinants of intentions to use. Moreover, the extended TPB model explains 62% of the variance in usage intentions. The paper also investigates the relationship between self identity expressiveness and attitude and between social identity expressiveness and subjective norm. The study results indicate that the concept of subjective norm alone is insufficient to capture the rich universe of identity and social influences driving behavioral intentions. Implications for marketing managers and scholars are discussed. (c) 2007 Wiley Periodicals, Inc

Categorizing networked services The role of intrinsic-, user network- and complement network attributes

- Peer reviewedOriginality/value - The paper contributes with a conceptual framework for understanding and categorizing both extrinsic and intrinsic drivers of service value. It extends and integrates previous work on network effects and adoption research and also offers empirical insight into an under-researched topic.Originality/value - The paper contributes with a conceptual framework for understanding and categorizing both extrinsic and intrinsic drivers of service value. It extends and integrates previous work on network effects and adoption research and also offers empirical insight into an under-researched topic

Intentions to use mobile services: Antecedents and cross-service comparisons

-This article develops and tests a model to explain consumers' intention to use mobile services. Through triangulating theories from the diverse fields of information systems research, uses and gratification research, and domestication research, the authors put forth an integrated model that explains intention to use mobile services. The model proposes four overall influences on usage intention: motivational influences, attitudinal influences, normative pressure, and perceived control. The authors study the type of interactivity and process characteristics associated with the service that moderate the effects on the relationship between the proposed antecedents and usage intention. The results from empirical studies of four mobile services show strong support for the effects of motivational influences, attitudinal influences, normative pressure, and perceived control on consumers' intentions to use mobile services. Some of the effects are moderated by process characteristics (goal-directed vs. experiential services) that are associated with the service.This article develops and tests a model to explain consumers' intention to use mobile services. Through triangulating theories from the diverse fields of information systems research, uses and gratification research, and domestication research, the authors put forth an integrated model that explains intention to use mobile services. The model proposes four overall influences on usage intention: motivational influences, attitudinal influences, normative pressure, and perceived control. The authors study the type of interactivity and process characteristics associated with the service that moderate the effects on the relationship between the proposed antecedents and usage intention. The results from empirical studies of four mobile services show strong support for the effects of motivational influences, attitudinal influences, normative pressure, and perceived control on consumers' intentions to use mobile services. Some of the effects are moderated by process characteristics (goal-directed vs. experiential services) that are associated with the service

Service Innovation Methodologies II : How can new product development methodologies be applied to service innovation and new service development? : Report no 2 from the TIPVIS-project

This report presents various methodologies used in new product development and product innovation and discusses the relevance of these methodologies for service development and service innovation. The service innovation relevance for all of the methodologies presented is evaluated along several service specific dimensions, like intangibility, inseparability, heterogeneity, perishability, information intensity, and co-creation. The methodologies discussed are mainly collected from the Product Development and Management Association (PDMA) glossary. The main conclusions of the report are that several methodologies have been identified that may be applied to service innovation with no or minor adjustments. However, it seems that most of the relevant methodologies are process oriented methodologies focusing the open front end of the innovation process. Fewer methodologies are found for the stimulation of innovation conditions for service innovation, for service innovation value assessment or outcome evaluation and for specific types of service innovations. This implies that service innovation methodologies must be developed and validated for the elements of service innovation not currently well supported by appropriate methodologies