Innovation in a consumer society The Service Innovation Triangle
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Innovation in a consumer society The Service Innovation Triangle Dr Peder Inge Furseth Dr Richard Cuthbertson
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Transcript of Innovation in a consumer society The Service Innovation Triangle
Innovation in a consumer society
The Service Innovation Triangle
Dr Peder Inge Furseth
Dr Richard Cuthbertson
© Furseth, Cuthbertson 2015.
Service Innovation Triangle
- Peder Inge Furseth
© Furseth, Cuthbertson 2015.
Richard Cuthbertson Research Director, OXIRM, Saïd Business School, University of Oxford
– Focus on service industries, large-scale customization, and innovation.
– Winner of the Pegasus prize for Future eBusiness Insights.
– Co-director of the Oxford Retail Futures Group.
– Managerial and consultancy posts in energy, automotive, and retail before Oxford.
– PhD Southampton, MA Oxford, BSc Lancaster.
Contact information:
Office: +44 1865 288 876
Mobile: +44 7921 603 666
E-mail: [email protected]
http://www.sbs.ox.ac.uk/research/people/Pages/RichardCuthbertson
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© Furseth, Cuthbertson 2015.
Agenda
What is different about innovation in a consumer
society?
Service Innovation Triangle – managing innovation
Concluding thoughts
© Furseth, Cuthbertson 2015.
What is different about innovation in a
consumer society?
What is a consumer society? Form, as well as function
Choice
Knowledge
Interactivity
What is different about innovation in a consumer society? Intangibility
Heterogeneity
Inseparability
Perishability
Source: Zeithaml, Parasuraman, & Berry, 1985.
© Furseth, Cuthbertson 2015.
Aims:
- to create an overall model of service innovation
- to understand how to create new value
- to be able to evaluate the strengths and weaknesses of organisations
Methodology, based on diversity:
- literature (economics, v. sociology v. management v. psychology v….)
- interviews with leading thinkers and practitioners (theory v. practice)
- case study analysis (service v. product; digital v. physical…)
Furseth, P-I, & Cuthbertson, R.W., (2015).
Innovation in a Consumer Society.
Oxford University Press.
Cuthbertson, R.W., Furseth, P-I, & Ezell, S. (2015).
Innovation in a Service Driven Economy: insights, tools, and evidence.
Palgrave Macmillan.
De Mello, S., & Furseth, P-I, (2015).
Public Sector Innovation: the case of independent living. Edward Elgar.
Service
Innovation
T r i a n g l e
© Furseth, Cuthbertson 2015.
Value:
innovation outcomes
Management:
innovation ability
Resources:
innovation capacity
Layers
of In
novatio
n: R
esourc
es, m
anagem
ent, v
alu
e
Value
Service system
Business model
Customer experiences
Tangible
assets
Technology
Financial
assets
People
Intangible
assets
Owners 7
The firm and its
environment Service
Innovation
T r i a n g l e
© Furseth, Cuthbertson 2015.
Value:
innovation outcomes
Management:
innovation ability
Resources:
innovation capacity
Layers
of In
novatio
n: R
esourc
es, m
anagem
ent, v
alu
e
Value
Service system
Business model
Customer experiences
Tangible
assets
Technology
Financial
assets
People
Intangible
assets
Owners 8
What is your value? And what has been your value? Service
Innovation
T r i a n g l e
© Furseth, Cuthbertson 2015.
Value:
innovation outcomes
Management:
innovation ability
Resources:
innovation capacity
Layers
of In
novatio
n: R
esourc
es, m
anagem
ent, v
alu
e
Value
Service system
Business model
Customer experiences
Tangible
assets
Technology
Financial
assets
People
Intangible
assets
Owners 9 © Furseth, Cuthbertson 2015.
How is the business developing? And is it balanced?
Service
Innovation
T r i a n g l e
© Furseth, Cuthbertson 2015.
Value:
innovation outcomes
Management:
innovation ability
Resources:
innovation capacity
Layers
of In
novatio
n: R
esourc
es, m
anagem
ent, v
alu
e
Value
Service system
Business model
Customer experiences
Tangible
assets
Technology
Financial
assets
People
Intangible
assets
Owners 10
Do you have the right resources? And how will you move back from the future?
Service
Innovation
T r i a n g l e
© Furseth, Cuthbertson 2015.
Managing innovation in consumer society
—Understanding how innovation has changed
product to service and co-creation,
the informed consumer and global choice,
blurring boundaries and digital channels
—Creating compelling customer experiences
design thinking
customer segmentation
the role of front-line employees
—Developing a high-performing service system
mass versus individual
performance metrics
consistency versus innovation
—Examining innovative service-based business models
business model concepts
business models in practice
the value equation
—Making innovation happen, the Service Innovation Triangle
innovation capacity
innovation ability
innovation outcomes 11
© Furseth, Cuthbertson 2015.
The differentiating elements - Efficacy
Corporate history
Visibility of the value-added
Employee behaviour
The structural requirements - Efficiency
Integrating people
Integrating processes
Integrating information
The dynamic responses - Effectiveness
Customer and supplier niches
Multiple channels and formats
Customer lifecycles
Plus Flexibility!
The challenge
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© Furseth, Cuthbertson 2015.
Innovation success
Plurality of solutions
There is no one way!
It is important to adopt multiple approaches
Design led
The user perspective, not the provider’s
The future, not the past
Active, not passive
Strategically aligned
Leadership commitment
Appropriate resources
Communicated
Strategic aims
Acceptable behaviours
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