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| Author: | Mattsson, J. |
| Title: | Developing a strategic abstraction tool for service innovation |
| Journal: | Journal of Strategic Marketing
2010 : APR, VOL. 18:2, p. 133-144 |
| Index terms: | marketing service innovation customers communication companies Scandinavia USA Asia |
| Language: | eng |
| Abstract: | It has become utmost important to find out how users derive value from different services, which is called for 'customer co-creation'. Managers are suggested to take a closer look at the customer interface (here as: c-i-f.) as it is. Customers take part, and derive value in the normal user situation through the c-i-f. The problem is that the c-i-f. is not properly understood, and not explored to its fullest extent. This can be done by abstracting mental models from the interactions. Based on findings from six service cases, this paper develops a framework of abstraction mechanisms as a strategic tool to step up service innovation. |
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