Authors: Sandro Battisti
Addresses: Department of Management, Economics and Industrial Engineering, Politecnico di Milano, Piazza Leonardo da Vinci, 32, 20133, Milan, Italy
Abstract: Service innovation based on high technology is one of the most challenging subjects in management research, and hypercompetitive markets seem to be the right empirical field for theory building. The development of new services and the organisational networks could be designed by enabling service diffusion in hypercompetitive markets. The emerging research question is: how do companies integrate concepts of organisational networks, of technology diffusion and of competitive advantage for developing and managing service innovation in hypercompetitive markets? The proposed methodology combines a case study research and a clinical inquiry research. The main finding is the presentation of a model for service innovation management in hypercompetitive markets. It suggests that companies must be able to develop flexible routines to adapt their processes in order to design services for hypercompetitive markets. Companies that organise structures enabling to overcome constrains for technology diffusion could increase the innovation success rate within these markets.
Keywords: service innovation; collaborative innovation; new service development; organisational networks; technology diffusion; competitive advantage; environmental turbulence; vehicle security; emerging markets; hypercompetitive markets; high technology; new services; network design; service diffusion; flexible routines; process adaptation; success rates; Brazil; Perto; Magaldi Safety Group; Neoset Engineering Group; technology marketing; long-term positions; sustainable positions.
International Journal of Technology Marketing, 2012 Vol.7 No.2, pp.99 - 118
Received: 23 Jul 2011
Accepted: 16 Jan 2012
Published online: 15 May 2012 *