Innovation in Services

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
Vakcode EBM736C05
Vaknaam Innovation in Services
Niveau(s) master
Voertaal Engels
Periode semester I b
ECTS 5
Rooster rooster

Uitgebreide vaknaam Innovation in Services
Leerdoelen Upon completion of the course the student is able to:
1. Explain the characteristics of developing new services.
2. Differentiate between developing new products and new services, as well as understand the relationship between them.
3. Analyze and integrate the different perspectives on new service development.
4. Apply the theoretical concepts of NSD to real life situations.
5. Critically evaluate academic papers and link them to other related literature.
6. Effectively communicate in a group orally and in writing.
7. Critically reflect on each other’s work and provide constructive feedback.
Omschrijving The innovation literature has a strong focus on product innovation, but this focus contrasts sharply with reality, where services are much more common than products:
• In developed economies 70-80% of all economic activity takes place in service industries, where companies provide services to customers.
• Many manufacturers of goods find their products easily copied by competitors. To distinguish themselves from the competition they develop supporting services, such as preventive maintenance and remote monitoring, and offer complex integrated product-services systems to customers.
• Some manufacturers transform themselves into service companies by offering their products as services. For instance, Philips sells light per lux to business customers, with customers no longer buying lighting equipment, but paying for the amount of light actually used.

As a result, many companies struggle to successfully develop new services. Especially companies that develop both products and services experience the challenges of service innovation and the differences between product innovation and service innovation.

This course discusses the latest insights in service innovation. It starts with a quick recap of the characteristics of services and the basic principles of services marketing. The main body of the course focuses on various aspects of service innovation, such as:
• co-creating innovative service experiences with customers,
• the nature of the service innovation process,
• the roles of employees and customers in service innovation,
• the role of technology in service innovation,
• innovating service delivery,
• the relationship between service innovation, service recovery, service modification and service elimination,
• organizing for effective service innovation,
• hot topics in service innovation research.

The course combines a theoretical perspective (the latest insights in service innovation, hot topics in service innovation research) with a managerial approach (guidelines for managers, techniques and tools).

Students are required to make several group assignments that ask them to apply theoretical concepts to specific managerial service innovation situations.
Uren per week 3
Onderwijsvorm workshop(s)
Toetsvorm opdracht(en), presentatie(s), schriftelijk tentamen met open vragen
Vaksoort master
Coördinator dr. W.G. Biemans
Docent(en) dr. W.G. Biemans
Verplichte literatuur
Titel Auteur ISBN Prijs
Virtual Reader, a series of academic articles
Entreevoorwaarden General requirements for admittance to the MScBA
Opmerkingen Contact person: Dr. W.G. Biemans, Dui. 443, tel. 050-363 3834, email: w.g.biemans@rug.nl
Secretary Dui. 434, tel. 050-363 6543, email: j.m.wiersema@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
MSc BA - Strategic Innovation Management/SIM  (keuzevakken MSc BA-SIM) 1 semester I b keuze