Initiating service encounter-based innovation by word-of-business
Abstract
Purpose – This paper aims to set up a natural experiment as action research and to develop a framework of cognitive distance of informants to improve the initiation of service encounter-based innovation. Design/methodology/approach – Natural experiment as action research in one Scandinavian case company is used. This paper includes a longitudinal study over 10 month’s duration. Findings – An organisational support system and an improved front-office innovation climate were set up which generated a new system for information gleaning. A framework of cognitive distance was induced from transcriptions of interviews and transcriptions. Research limitations/implications – Only one Scandinavian company and a limited number of informants were activated. Also, the time period only included the initiation phase of service encounter-based innovation. Practical implications – Three different strategies are suggested to respond to different types of word-of-business. Social implications – Cognitive distance is a generic concept which relates to all human interaction and communication. It can explain why it is so difficult to “get things across”. Originality/value – This paper presents a new theory in an emerging innovation field, open/user-driven innovation. Theory from business marketing, service encounter and innovation is also used.
Document Type
Journal Article
School
School of Business
RAS ID
21662
Copyright
subscription content
Publisher
Emerald Group Publishing Ltd
Comments
Mattsson, J. (2015). Initiating service encounter-based innovation by word-of-business in Journal of Business and Industrial Marketing, 30(7), 880-888. Available here.