In this study we explore service innovation as a collective phenomenon of new meanings creation and sharing. We shift the attention from the content of the innovative offering to the processes through which the innovation is created in service systems. Empirically we present the case of three companies operating in the food industries, Diet to Go, Eat’s and Gambero Rosso. We find out that the process of service innovation occurs through actors participating and sharing new value co-creation logics. A recursive on-going process arises where meanings are built collectively. Service innovation becomes a story of social construction through a process of sense-making.
Sebastiani, R., Corsaro, D., Mele, C., Service Innovation: A Social Construction View, in Karaosmanoğlu, E., Elmadağ Baş, A. B. (ed.), Lost in translation: Marketing in an interconnected world, EMAC, European Marketing Academy, Istanbul 2013: 369- 375 [http://hdl.handle.net/10807/67032]
Service Innovation: A Social Construction View
Sebastiani, Roberta;Corsaro, Daniela;
2013
Abstract
In this study we explore service innovation as a collective phenomenon of new meanings creation and sharing. We shift the attention from the content of the innovative offering to the processes through which the innovation is created in service systems. Empirically we present the case of three companies operating in the food industries, Diet to Go, Eat’s and Gambero Rosso. We find out that the process of service innovation occurs through actors participating and sharing new value co-creation logics. A recursive on-going process arises where meanings are built collectively. Service innovation becomes a story of social construction through a process of sense-making.
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