This study addressed service innovation as a process of co-construction and sense-making by companies, customers and other partners. The aim of the study was to investigate the role of communication in fostering service innovation as a process of social construction. Five key communication practices intervening in service innovation were identified.
Sebastiani, R., Corsaro, D., Mele, C., ADOPTING/REJECTING SERVICE INNOVATION: A COMMUNICATION ISSUE, (g, 07-15 December 2016), <<GLOBAL MARKETING CONFERENCE PROCEEDING>>, 2013; (biennal): 732-751.[doi: 10.15444/GMC2014.04.02.04] [http://hdl.handle.net/10807/65061]
ADOPTING/REJECTING SERVICE INNOVATION: A COMMUNICATION ISSUE
Sebastiani, Roberta;Corsaro, Daniela;
2014
Abstract
This study addressed service innovation as a process of co-construction and sense-making by companies, customers and other partners. The aim of the study was to investigate the role of communication in fostering service innovation as a process of social construction. Five key communication practices intervening in service innovation were identified.
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