IDEAS home Printed from https://ideas.repec.org/a/spr/svcbiz/v11y2017i1d10.1007_s11628-015-0300-3.html
   My bibliography  Save this article

The identification of new service opportunities: a case-based morphological analysis

Author

Listed:
  • Hakyeon Lee

    (Seoul National University of Science and Technology)

  • Hyunju Seol

    (Chungnam National University)

  • Hyejong Min

    (Seoul National University of Science and Technology)

  • Youngjung Geum

    (Seoul National University of Science and Technology)

Abstract

Typically, firms try to differentiate their products through the integration of innovative services. For this reason, much recent research into new service development has focused on methods of identifying and generating new service ideas. The most prevalent method for generating a new service is a morphological analysis that decomposes a system into several dimensions and values, and then recombines those values to generate new services. Despite the popularity of morphological analysis, how to build morphological matrix has been an area of subjective expert judgment. In this paper, we focused on the possibility to utilize the big data to the morphological analysis to address the subjective morphological building process, by suggesting a case-based morphological analysis. By employing case-based reasoning and network analysis, firms can easily identify direct and indirect clues for the new services and integrate these results to the morphological building processes. To support this approach, this study first employs a case-based reasoning strategy to collect and identify similar services, and then assesses the patterns in those services through network analysis. By engaging in network analysis, firms can identify key aspects of new services, and determine what kinds of keywords or aspects should be employed for the dimensions and values of morphological matrices.

Suggested Citation

  • Hakyeon Lee & Hyunju Seol & Hyejong Min & Youngjung Geum, 2017. "The identification of new service opportunities: a case-based morphological analysis," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 191-206, March.
    • Handle: RePEc:spr:svcbiz:v:11:y:2017:i:1:d:10.1007_s11628-015-0300-3
    DOI: 10.1007/s11628-015-0300-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11628-015-0300-3
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11628-015-0300-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jieun Kim & Yongtae Park & Chulhyun Kim & Hakyeon Lee, 2014. "Mobile application service networks: Apple’s App Store," Service Business, Springer;Pan-Pacific Business Association, vol. 8(1), pages 1-27, March.
    2. Gallouj, Faiz & Weinstein, Olivier, 1997. "Innovation in services," Research Policy, Elsevier, vol. 26(4-5), pages 537-556, December.
    3. Changyong Lee & Hakyeon Lee, 2015. "Novelty-focussed document mapping to identify new service opportunities," The Service Industries Journal, Taylor & Francis Journals, vol. 35(6), pages 345-361, April.
    4. Faïz Gallouj, 1997. "Towards a neo-Schumpeterian theory of innovation in services?," Science and Public Policy, Oxford University Press, vol. 24(6), pages 405-420, December.
    5. van der Aa, Wietze & Elfring, Tom, 2002. "Realizing innovation in services," Scandinavian Journal of Management, Elsevier, vol. 18(2), pages 155-171, June.
    6. Yoon, Byungun & Park, Inchae & Coh, Byoung-youl, 2014. "Exploring technological opportunities by linking technology and products: Application of morphology analysis and text mining," Technological Forecasting and Social Change, Elsevier, vol. 86(C), pages 287-303.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tseng-Lung Huang, 2018. "Creating a commercially compelling smart service encounter," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 357-377, June.
    2. Ha, Sohee & Geum, Youngjung, 2022. "Identifying new innovative services using M&A data: An integrated approach of data-driven morphological analysis," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    3. Young In Koh & Sung H. Han & Junseong Park, 2022. "A systematic process for generating new blockchain-service business model ideas," Service Business, Springer;Pan-Pacific Business Association, vol. 16(1), pages 187-209, March.
    4. Mingyu Park & Youngjung Geum, 2021. "On the data-driven generation of new service idea: integrated approach of morphological analysis and text mining," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 539-561, September.
    5. Minjun Kim & Silvana Trimi, 2023. "Transforming data into information for smart services: integration of morphological analysis and text mining," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 257-280, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ching-Shu Su, 2009. "The role of service innovation and customer experience in ethnic restaurants," The Service Industries Journal, Taylor & Francis Journals, vol. 31(3), pages 425-440, January.
    2. Marit Engen & Peter Magnusson, 2015. "Exploring the role of front-line employees as innovators," The Service Industries Journal, Taylor & Francis Journals, vol. 35(6), pages 303-324, April.
    3. Flikkema, Meindert, 2005. "Exploring service development for understanding Schumpeterian innovation in service firms: the deduction of special case criteria," Serie Research Memoranda 0001, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    4. Marja Toivonen, 2010. "Different Types of Innovation Processes in Services and their Organisational Implications," Chapters, in: Faïz Gallouj & Faridah Djellal (ed.), The Handbook of Innovation and Services, chapter 10, Edward Elgar Publishing.
    5. Youngjung Geum & Moon-Soo Kim & Sungjoo Lee, 2017. "Service Technology: Definition and Characteristics Based on a Patent Database," Service Science, INFORMS, vol. 9(2), pages 147-166, June.
    6. Pasquale Persico & Maria Patrizia Vittoria, 2015. "Innovazione nei servizi ed innovazione nel manifatturiero: verso una sintesi integrata per definire il ruolo delle reti in R&D," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2015(1), pages 203-215.
    7. Witell, Lars & Snyder, Hannah & Gustafsson, Anders & Fombelle, Paul & Kristensson, Per, 2016. "Defining service innovation: A review and synthesis," Journal of Business Research, Elsevier, vol. 69(8), pages 2863-2872.
    8. Snyder, Hannah & Witell, Lars & Gustafsson, Anders & Fombelle, Paul & Kristensson, Per, 2016. "Identifying categories of service innovation: A review and synthesis of the literature," Journal of Business Research, Elsevier, vol. 69(7), pages 2401-2408.
    9. John N. Walsh & Jamie O’Brien, 2018. "Knowledge Asymmetries and Service Management: Three Case Studies," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 17(03), pages 1-26, September.
    10. MAJEKODUNMI Samuel Ayodele & OGINNI, Babalola Oluwayemi, 2019. "Effect Of Product Innovation On Customer Satisfaction: An Overview Of Insight Into Nigerian Service Market," Noble International Journal of Social Sciences Research, Noble Academic Publsiher, vol. 4(1), pages 1-7, January.
    11. Sundbo, Jon & Orfila-Sintes, Francina & Sorensen, Flemming, 2007. "The innovative behaviour of tourism firms--Comparative studies of Denmark and Spain," Research Policy, Elsevier, vol. 36(1), pages 88-106, February.
    12. repec:dgr:rugggd:199944 is not listed on IDEAS
    13. Sharma, Vivek & Bhat, Dada Ab Rouf, 2020. "An empirical study exploring the relationship among human capital innovation, service innovation, competitive advantage and employee productivity in hospitality services," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(2), pages 1-14..
    14. Mohammed A. Hajar & Ammar Ahmed Alkahtani & Daing Nasir Ibrahim & Mohammed A. Al-Sharafi & Gamal Alkawsi & Noorminshah A. Iahad & Mohd Ridzuan Darun & Sieh Kiong Tiong, 2022. "The Effect of Value Innovation in the Superior Performance and Sustainable Growth of Telecommunications Sector: Mediation Effect of Customer Satisfaction and Loyalty," Sustainability, MDPI, vol. 14(10), pages 1-20, May.
    15. Bettina Peters & Rebecca Riley & Iulia Siedschlag & Priit Vahter & John McQuinn, 2014. "Innovation and Productivity in Services: Evidence from Germany, Ireland and the United Kingdom," JRC Working Papers on Corporate R&D and Innovation 2014-04, Joint Research Centre.
    16. Frida Thomas Pacho, 2018. "Diversified Network Effects on Innovation Performance in Tanzania: Innovation Strategy in Service Firms," Journal of Entrepreneurship and Business Innovation, Macrothink Institute, Journal of Entrepreneurship and Business Innovation, vol. 5(1), pages 1-1, December.
    17. van der Boor, Paul & Oliveira, Pedro & Veloso, Francisco, 2014. "Users as innovators in developing countries: The global sources of innovation and diffusion in mobile banking services," Research Policy, Elsevier, vol. 43(9), pages 1594-1607.
    18. Chang, Yuan-Chieh & Chen, Min-Nan, 2016. "Service regime and innovation clusters: An empirical study from service firms in Taiwan," Research Policy, Elsevier, vol. 45(9), pages 1845-1857.
    19. Miozzo, Marcela & Desyllas, Panos & Lee, Hsing-fen & Miles, Ian, 2016. "Innovation collaboration and appropriability by knowledge-intensive business services firms," Research Policy, Elsevier, vol. 45(7), pages 1337-1351.
    20. K. J. Wang & J. Widagdo & Y. S. Lin & H. L. Yang & S. L. Hsiao, 2016. "A service innovation framework for start-up firms by integrating service experience engineering approach and capability maturity model," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 867-916, December.
    21. Gianluca Misuraca & Clelia Colombo & Csaba Kucsera & Stephanie Carretero & Margherita Bacigalupo & Raluca Radescu, 2015. "ICT-enabled Social Innovation in support of the Implementation of the Social Investment Package (IESI) - Mapping and Analysis of ICT-enabled Social Innovation Initiatives promoting Social Investment t," JRC Research Reports JRC97467, Joint Research Centre.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:svcbiz:v:11:y:2017:i:1:d:10.1007_s11628-015-0300-3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.