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often, people know they want something better but may not be sure exactly what it is that they want. Henry Ford is reputed to have said, ‘If I asked people what they wanted, they would have said faster horses’. This notion is equally applicable, perhaps even more profoundly, in the fast-moving world of service innovation. There may be times when you have to go above and beyond what customers are asking for to give them what they truly want.
With these thoughts in mind, in a 750- to 1,000-word response, post your answers to the following question
How would you establish customer requirements that the customers themselves do not know?
Shehabuddeen, N. (2007) Innovation in real life: a hands-on guide to genuine innovation. Liverpool: Open Innovation.
Pages 54-59. Business model innovation may be described as the strategic management of service innovation. This section describes how organisations can think strategically to extract better value from their products and services.
Pages 115 and 132. The tool and checklist here provide pointers on how customer perceptions can be identified and appropriate product / service experiences delivered.
Chang, C.M. (2011) ‘The creation of novel and marketable service ideas’, International Journal of Innovation and Technology Management, 8 (1), pp. 113-133. Available from:
This article provides various frameworks for linking creativity and service innovation. The author suggests how radical service ideas can be identified and implemented. You should be able to build on the ideas discussed and apply those to questioning some of the most common, but tired, service models
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