Per Carlborg

The evolution of service innovation research: a critical review and synthesis

The number of service innovation articles has increased dramatically in the past 25 years. By reviewing 128 articles published between 1986 and 2010, primarily in leading marketing and innovation journals, this study analyzes the progression of service innovation research according to topicality and perspective. The authors summarize prior research by clustering it into three evolutional phases and drawing parallels with the evolution of the wider services marketing field. Overall, the view of service innovation has evolved, from a complement of traditional product innovation to a multidimensional, all-encompassing notion that entails several functions, both within and outside the firm.

A lean approach for service productivity improvements: synergy or oxymoron?

Purpose: Service productivity continues to receive ever-greater amounts of attention as service covers a greater portion of the economy. As competition increases, service productivity becomes incre ...

Service process modularization and modular strategies

Purpose – This paper aims to investigate the role of service modularity in developing and deploying efficient services, while at the same time meeting diverse customer needs. The analysis distinguishes between different service types and sets forth key issues for service modularization, identifying supporting resources (both internal and customer) and associated modular strategies for the different types. Design/methodology/approach – The study design used an exploratory case study approach, focusing on three Swedish manufacturing firms that are moving toward an increased service focus (service infusion). Data were collected through interviews and focus groups, and the collected data were analyzed independently, before being merged and synthesized in a cross-case analysis. Themes and patterns were extracted and linked to the theoretical framework following a systematic combining process. Findings – This study contributes insights to the emerging field of service modularity by investigating process modular...

A lean approach to service productivity improvements

Purpose: Service productivity continues to receive ever-greater amounts of attention as service covers a greater portion of the economy. As competition increases, service productivity becomes incre ...

Servitization Practices: A Co-Creation Taxonomy

Servitization implies different strategies for product-based businesses that can leverage various product-based services as proactive tools in their search for new growth opportunities. The framework presented herein—based on different degree of activity both customer and different servitization approach from producer—accounts for the varying levels of customer engagement in service deployment and offers guidance for managers that are servitizing their business, in terms of the key activities to pursue and the risks associated with different roles. In doing so, this chapter complements existing servitization frameworks geared toward managers.