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首页> 外文期刊>California management review >Service-Logic Innovations: How to Innovate Customers, Not Products
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Service-Logic Innovations: How to Innovate Customers, Not Products

机译：服务逻辑创新：如何创新客户而不是产品

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摘要

All innovation is service-logic innovation. This challenge to traditional, attribute-based views of innovation rests on the understanding that any innovation changes the way customers co-create value with the firm. This new perspective overcomes an artificial distinction between product and service innovations. Furthermore, it facilitates a more customer-centric view of innovation rather than the traditional and limiting product-centric view. Our inductive research has produced a managerial framework that corresponds with the growing body of service-logic literature. By looking outside-in, managers change customers' roles as users, buyers, and payers. By working inside-out, managers help customers became smarter through smarter offerings, by relieving or enabling them of certain co-creating activities, and by reconfiguring value constellations. Managers who understand these patterns of service-logic innovation can systematically and proactively explore new opportunities and, at the same time, anticipate competitive threats from competitors' innovations.
机译：所有创新都是服务逻辑创新。传统的基于属性的创新观点面临的挑战在于，任何创新都会改变客户与公司共同创造价值的方式。这种新观点克服了产品和服务创新之间的人为区别。此外，它促进了更以客户为中心的创新观点，而不是传统的和局限性的以产品为中心的观点。我们的归纳研究产生了与服务逻辑文献不断增长的组织相对应的管理框架。通过从里到外看，经理改变了客户作为用户，购买者和付款人的角色。通过由内而外的工作，经理可以通过提供更智能的产品，减轻或使他们参与某些共同创建活动以及重新配置价值构架来帮助客户变得更智能。了解这些服务逻辑创新模式的管理者可以系统地，主动地探索新的机会，同时可以预测竞争对手创新带来的竞争威胁。

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