Enhancing service innovation in a business-to-business context: Four questions for SMEs transforming to service logic

Maaria Nuutinen, K. Ojasalo

    Research output: Contribution to journalArticleScientificpeer-review

    5 Citations (Scopus)

    Abstract

    Purpose: The purpose of this article is to develop a theoretically and empirically grounded interdisciplinary framework for understanding service innovation in a business-to-business (b-to-b) context, particularly from the perspective of the small- and medium-sized enterprise (SME). Design/methodology/approach: This study used an abductive research process, supported by theoretical insights from a literature review, and empirical evidence from a multiple-case study. Six SME case companies were all transforming towards service logic. The empirical data consists of semi-structured interviews with the case companies and their business customers, workshops and business documents. Findings: The study identified four critical service logic-related perspectives in service innovation in a b-to-b context, and related key questions: How is potential for new service business recognised? How is freedom of action perceived? What kinds of strategies are plausible? What are the reasons, objectives and support for the change? The shared interpretation of these questions within an organisation seemed to be related to the company's success in doing business in new ways, enhancing service innovations and in their transformation to service logic. Originality/value: This article offers a new interdisciplinary and empirically grounded perspective on innovation in the b-to-b and SME context framing the phenomenon in service logic. Tackling the questions is a precondition for SMEs in enhancing service orientation in strategy, mutual value orientation in organisational culture, their role in others' business and collaborative business development, thus enhancing service innovations producing reciprocal value-in-use over time.
    Original languageEnglish
    Pages (from-to)290-308
    Number of pages18
    JournalInternational Journal of Quality and Service Sciences
    Volume6
    Issue number4
    DOIs
    Publication statusPublished - 2014
    MoE publication typeA1 Journal article-refereed

    Fingerprint

    Small and medium-sized enterprises
    Service innovation
    Logic
    Business to business
    Empirical evidence
    Service orientation
    Literature review
    Structured interview
    Empirical data
    Innovation
    Organizational culture
    Design methodology
    Business development
    Multiple case study
    Value orientations
    Service business
    Process research
    Net present value
    New services

    Keywords

    • service logic
    • SME
    • organisational culture
    • business-to-business
    • service innovation
    • service strategy

    Cite this

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    abstract = "Purpose: The purpose of this article is to develop a theoretically and empirically grounded interdisciplinary framework for understanding service innovation in a business-to-business (b-to-b) context, particularly from the perspective of the small- and medium-sized enterprise (SME). Design/methodology/approach: This study used an abductive research process, supported by theoretical insights from a literature review, and empirical evidence from a multiple-case study. Six SME case companies were all transforming towards service logic. The empirical data consists of semi-structured interviews with the case companies and their business customers, workshops and business documents. Findings: The study identified four critical service logic-related perspectives in service innovation in a b-to-b context, and related key questions: How is potential for new service business recognised? How is freedom of action perceived? What kinds of strategies are plausible? What are the reasons, objectives and support for the change? The shared interpretation of these questions within an organisation seemed to be related to the company's success in doing business in new ways, enhancing service innovations and in their transformation to service logic. Originality/value: This article offers a new interdisciplinary and empirically grounded perspective on innovation in the b-to-b and SME context framing the phenomenon in service logic. Tackling the questions is a precondition for SMEs in enhancing service orientation in strategy, mutual value orientation in organisational culture, their role in others' business and collaborative business development, thus enhancing service innovations producing reciprocal value-in-use over time.",
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    Enhancing service innovation in a business-to-business context : Four questions for SMEs transforming to service logic. / Nuutinen, Maaria; Ojasalo, K.

    In: International Journal of Quality and Service Sciences, Vol. 6, No. 4, 2014, p. 290-308.

    Research output: Contribution to journalArticleScientificpeer-review

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