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Value proposition test-driving for service innovation: How frontline employees innovate value propositions
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0002-2982-9651
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0003-2705-0836
(Centrum för tjänsteforskning)
2016 (English)In: Journal of service theory and practice, ISSN 2055-6225, E-ISSN 2055-6233, Vol. 26, no 3, 338-362 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this paper is to investigate the role of frontline employees in service innovation from a service-dominant logic (SDL) perspective. Frontline employees lack a formal innovation obligation. Service innovation is a resource integration process resulting in the creation of new value propositions.

Design/methodology/approach – A case study of service innovation projects that includes three different businesses in the IT sector and personal interviews with 25 frontline employees.

Findings – The findings suggest that frontline employees contribute to service innovation by test-driving potential value propositions. Three types of value proposition test-driving have been identified: cognitive, practical, and discursive. The findings suggest interdependencies between the different modes of value proposition test-driving, as well as specific phases of the service innovation process dominated by one form or another.

Research limitations/implications – Value proposition test-driving offers a fruitful context for managers to involve frontline employees and use their creativity and expertise. The case study approach, however, limits the statistical generalizability of the findings.

Originality/value – The study is novel in that it introduces the notion of value proposition test-drivingfor service innovation; provides a systematic empirical analysis of how frontline employees contribute toservice innovation by test-driving value propositions; offers a service innovation model informed by the SDL; and contributes to the SDL by detailing how service innovation occurs in practice.

Place, publisher, year, edition, pages
2016. Vol. 26, no 3, 338-362 p.
Keyword [en]
Service-dominant logic, Resource integration, Service innovation, Value proposition, Employee-driven innovation, Value proposition test-driving
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-41900DOI: 10.1108/JSTP-10-2014-0242ISI: 000376198700005OAI: oai:DiVA.org:kau-41900DiVA: diva2:922743
Available from: 2016-04-25 Created: 2016-04-25 Last updated: 2016-06-09Bibliographically approved

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