The identification and research of product and service innovations: a microanalysis approach
by Ari Serkkola, Jaakko Ikavalko, Seppo Hanninen, Ilkka Kauranen
International Journal of Entrepreneurial Venturing (IJEV), Vol. 1, No. 4, 2010

Abstract: The objective of the present study is to deepen the understanding of tangible (material) product concepts and intangible (immaterial) service concepts as well as the interconnections between them. The study utilises a microanalysis approach and a case study on a wrist computer for athletes is conducted. In the inductive phase of the present study, innovation matrixes are developed to help deconstruct the product concept and the service concept of the case example into their basic characteristics. In the deductive phase of the present study, the interconnections between the basic characteristics of the product concept and the service concept of the case example are analysed based on sources of value adding regarding technology, usage, service and processes.

Online publication date: Tue, 06-Apr-2010

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