The Significance of Strategic Service Innovation Management in Retailing
Innovation is the key to the creation of a sustainable competitive advantage in most industries. Since costs and cost reductions play an important role in service management, the service innovation process must be discussed from a service operations point of view. An important objective of service, however, is to differentiate the company by creating more value and satisfying the customer better than competitors. According to the service dominant logic the point of view that customers derive value from the service a product provides them with much of the value obtained from the retailing experience is co-created by the customer.
Volume (Year): 3 (2012)
Issue (Month): 3 (09)
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