SERVICE INNOVATION PERFORMANCE APPLIED ON MARKETING SOLUTIONS: A HOLISTIC APPROACH

Número: 
XII CNEG & III INOVARSE 2016
Código do trabalho: 
T16_361
Congresso: 
XII Congresso Nacional de Excelência em Gestão & III INOVARSE 2016
Abstract: 
Mostly, industries are exchanging services more than goods driven by the corporate social capital and organizational learning, in which can be seen in both business-to-business and business-to-customer enterprises. From optimization of manufacturing processes to establishment of a system that adapts to environmental changes, a holistic perspective is much less threatening to people to practicing in conventional circles than the idea they are will have to acquire a whole new set of tool and skills and knowledge base. Once this perspective is taken, service innovation takes place as major source of competitive advantage for leading-edge firms driven by complex customer demands and cultivating the ability to use both knowledge obtained from customers, competitors and their own coordination capabilities to create meaningful and distinctive services (Chao-Hung Wang, 2014). The aim of this paper is to apply a research framework of S-D logic to service innovation performance with greater precision so that the approach to marketing solutions can be more developed. The complete study will contribute to an understanding of the factors that determine service innovation performance evidencing the value co-creation as main catalyst for competitive advantage.