Service innovation: the challenge of management in hypercompetitive markets
by Sandro Battisti
International Journal of Technology Marketing (IJTMKT), Vol. 7, No. 2, 2012

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.

Online publication date: Tue, 15-May-2012

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