近代產業的演進，兩大重要發展趨勢的挑戰，第一是知識經濟的來臨，顯現出知識的重要性；第二則是服務業快速成長已經成為世界各國的主流，在知識經濟的時代中，積極發展具有高附加價值的知識密集型產業，其中又以知識密集服務業「知識密集服務業」(KIBS, Knowledge Intensive Business Service)的發展最令人關注的發展。 然而在競爭激烈的環境之中，不斷的創新以常保競爭優勢也是當前知識型服務業的重要課題之一，如何在依據本身所從事的服務特性，以顧客的需求為導向，來管理企業的創新活動，並進一步建構一個能夠持續創新的能力與環境，使得企業日常活動能夠成為公司源源不斷的創新泉源，也是知識密集服務業的經理人最迫切希望知道的問題。 本研究以六家在各領域擁有傑出表現的知識型服務業為個案，首先觀察其服務的特性以、專屬的知識特質，以及組織的能力，並對其創新的過程及活動的做一深入的研究，試圖從中歸納出影響其創新活動的重要因素，盼能提供產業參考，提高其競爭力，加速其成功發展。本研究旨在回答下列幾個問題： (1)瞭解知識密集型服務業發展之概況以及內涵。 (2)觀察知識密集服務業之創新之行為，以及組織知識創造及擴散的過程。 (3)找出影響創新行為之共同關鍵因素，並分析其對於創新過程之影響。 (4)提出知識密集服務業管理及管理作一綜合整理及建議。 本研究指出，不同的特質，對於KIBS組織知識的創造及擴散會有不同的影響，故經理人必須去仔細瞭解KIBS所獨有的特質，並依據不同的特質來規劃不同的管理機制，以將知識發揮到最大。而在KIBS的所提供的服務中，往往是具有相當程度的顧客化，所以瞭解顧客的需求進而滿足顧客，是KIBS最重要的使命之一。顧客在創新行為間的積極參與程度，也成為KIBS中相當明顯的特色之一，故經理人應該必須相當的注意服務過程中的品質與態度。 此外，經理人也必須正視組織能力對於創新行為的影響，並持續建構能夠加速創新的組織能力。透過ISO制度或其本身的作業流程，使KIBS對公司文件及流程有一定的規範，並且遵照一定的標準來將知識外顯化後，歸檔於資料庫中，成為日後能夠再度利用的「知識元件」，來達成大量客製化的目的。 藉由精心設計的教育系統和激勵系統，來支持並強化知識成長的管理系統，KIBS經理人應該仔細的檢視教育系統，是否能夠真正的為組織提供所需要的訓練及知識，透過書面報告、教材，標準流程來學習KIBS的外顯知識，透過課程、師徒制度、業師制度、工作中學習等方式來學習KIBS的內隱知識。而在組織內部無法提供所需要的知識時，也必須開放向外部學習的管道。而在激勵系統的設計上，對於願意提供知識、主動參與團隊、並勇於向外部及顧客學習的員工，組織也都應該給予正面的肯定。 不同KIBS企業的價值觀，會使得組織對於深植於其員工及實體系統的知識，有著完全不同的看法。KIBS的價值觀都非常的強調創新、顧客及執行力的重要性，也直接了對其創新行為產生莫大的影響。故企業經理人必須清楚的瞭解其KIBS的核心價值為何，並利用這個規範來篩選及引導組織需要的知識。 在充分的掌握影響KIBS創新行為的特質及組織能力後，KIBS經理人必須要去建構一個可持續創造組織及員工值得吸收或保留的知識活動，能夠時時不斷的在擴充其組織能力。而日漸充沛的組織能力下，也才能成為源源不斷的創新泉源。

<p>Given today’s industry dynamics, new service development is becoming increasingly important to the competitiveness, growth, and survival of organizations. Unfortunately, new service development has proven to be a complex and difficult task. Numerous reasons are stated in the literature such as the difficulty of understanding and anticipating latent customer needs and insufficient market research techniques. To facilitate proactive learning about the customer, recent findings stress customer involvement in the development process and observations of customers in real action.</p><p>The overall objective of the dissertation is to contribute to an increased knowledge of customer involvement, i.e., the role of customers as contributors and co-creators in new service development. The thesis draws on theory from market and learning orientation in conjunction with a service-centered model, and provides an extensive review of literature on customer involvement in innovation. In five separate studies, this doctor’s thesis addresses the customer’s role in innovation activities in various industries (e.g., Staffing Services, Airline Services, and Mobile Telecommunication services).</p><p>In this thesis it is argued that interaction is not only the focal point of services, but also the essence of customer involvement. A special emphasis is put on supporting techniques as these are the means by which customer information and knowledge are created. In addition, results are provided showing that customer involvement in innovation pays off. Companies that engage in collaborative innovation with customers can expect improved customer satisfaction, customer loyalty, and profit margin.</p>

Emerging from the rapid growth of information technology (IT) in a digital world is the explosion and rapid ascent of IT-related service innovation occurring around the globe. All successful service innovation in a digital world consists of two main abstract domains: signs (because only signs can be digitized) and practices. Signs are perceivable, but practices are not. Signs are commonly understood as resources in the digital world, whereas practices are understood as providing context, not as resources. This article proposes a change in this perspective: according to service-dominant logic, both signs and practices can become resources for service and value cocreation. They become resources if they are integrated in a service offering. We illustrate how recent digital service innovations can be explained with this perspective and how it can be used to distinguish incremental from radical innovation. The article also suggests, using this perspective, that IT and innovation specialists can productively develop ideas and concepts for future service innovation. From the practices framework presented, directions for further research are discussed.

Problemformulering: I och med kundens roll i värdeskapandet måste företag få kunskap i hur deras kunder kan involveras, och även utveckla formella processer för det. I och med tjänsternas allt större roll i världen krävs en ständig utveckling av teorier kring området. Forskning kring tjänsteutveckling har vidare mestadels bara har bidragit till det teoretiska området och inte gett något större bidrag till de som faktiskt arbetar med tjänsteutveckling i praktiken i dagsläget. De här aspekterna är några av de faktorer som ledde fram till studiens syfte. Syfte: Syftet med studien är att förstå hur kunder involveras i tjänsteutveckling i praktiken och hur deras roll ser ut i utvecklingsprocessen, samt att undersöka kopplingen mellan tillvägagångssätten i praktiken jämfört med vad som står i teorin. Metod: Studiens metod är av en kvalitativ karaktär med en fallstudiedesign. Tack vare nio stycken semistrukturerade intervjuer med både tjänstedesignbyråer och tjänsteföretag som arbetar med kundinvolvering kunde värdefull data samlas in och ge en förklaring kring ”fallet”. Slutsats: De slutsatser som har kunnat dras utifrån studien är till att börja med att de traditionella tjänsteutvecklingsmodellerna har fasats ut till förmån för designmodeller med iterativa faser. Det visade sig även att en sådan uppdelning av kunder som återfinns i teorin, inte är aktuell i praktiken, utan baseras snarare på behov än egenskaper. Slutligen kunde, förutom de traditionella effekterna av kundinvolvering, en annan typ av effekt identifieras. Nämligen att kundinvolvering kan leda till stora organisationsförändringar på grund av ett nytt kundfokus. / Problem: Given the role of the customer in value creation organizations need knowledge on how their customers can get involved, and develop formal processes to do so. Given services role in today’s world there is a need for continuous research and development in the field. Furthermore, the research surrounding service development has mostly contributed to the theoretical field without much contribution to those who work with service development today. These aspects are part of the reasoning leading up to this studies purpose. Purpose: The purpose of this study is to develop an understanding on how customers are involved in service development in practice and the role of the customer in the development process, as well as examine the practice with the current literature. Method: The study is of a qualitative character with a case study design. Due to nine semi-structured interviews with both service design firms and service businesses both working with customer involvement in their service development processes valuable data could be collected to explain the case. Conclusion: The conclusions that were made from the study is that the traditional service development models have been phased out in favor of design based models with iterative phases. Furthermore, the theoretical classification of a services user is not as widespread in practice, it is more based on the needs of the customer than the customer’s characteristics. Finally, the study could identify that besides the traditional effects of customer involvement, there is an additional effect. Namely, that customer involvement can lead to large organizational changes as a result of a new customer focus.

Submitted by Maicon Juliano Schmidt (maicons) on 2015-07-13T18:55:39Z No. of bitstreams: 1 José Cássio Simfronio.pdf: 1220347 bytes, checksum: 399140633eb5d4c8930ffc117aa9be4f (MD5) / Made available in DSpace on 2015-07-13T18:55:39Z (GMT). No. of bitstreams: 1 José Cássio Simfronio.pdf: 1220347 bytes, checksum: 399140633eb5d4c8930ffc117aa9be4f (MD5) Previous issue date: 2012-06-26 / Nenhuma / Os números mostram que o setor de serviços aumentou consideravelmente a sua participação na economia mundial, e a tecnologia da informação, subsetor das organizações de serviços intensivos em conhecimento (KIBS) contribuiu muito para tal evolução. Essas organizações que possuem o conhecimento como matéria-prima promovem inovações em serviços, aumentando a competitividade dos clientes no mercado. O cliente passou a ser visto não só como um mero comprador de produtos e serviços, mas como fonte de conhecimento e expertise sobre o seu próprio negócio. Captar conhecimento e interagir com o cliente passaram a ser fundamentais para as empresas na busca da vantagem competitiva sustentável. A coprodução leva as organizações a cocriar valor e a estreitar os laços de negócios. Nesse sentido, a relação entre cliente-fornecedor é um fator de suma importância para a consolidação de uma parceria de longo prazo. O marketing de relacionamento passa a ser uma alternativa para combinar criação de valor e manutenção dos negócios entre organizações. Diante desse contexto, este estudo tem o objetivo de propor e testar um modelo teórico que analise as influências dos antecedentes na coprodução e o efeito dessa na inovação em serviços, no contexto Business-to-Business (B2B) nas empresas de tecnologia da informação. Assim, este trabalho examina os construtos, comprometimento, confiança e investimento no relacionamento, variáveis do marketing de relacionamento e a expertise do cliente como antecedentes da coprodução. Foi realizada uma pesquisa survey, com 250 empresas de Tecnologia da Informação do Estado do Rio Grande do Sul, com as respostas sob o ponto de vista do fornecedor. A técnica estatística utilizada foi a Modelagem de Equações Estruturais (MEE), por meio da qual se testou o modelo teórico. Os resultados mostraram que a coprodução influencia positivamente a inovação em serviços a um grau que depende da expertise do cliente e das variáveis do marketing de relacionamento. A variância explicada atingiu índices importantes, a confiança e o comprometimento explicaram 50% do construto comprometimento, enquanto o comprometimento e a expertise do cliente explicaram 57% da coprodução; já a coprodução explicou 30% da inovação em serviços. Por outro lado, a orientação para a inovação não apresentou efeito moderador na relação entre coprodução e inovação em serviços. Esta pesquisa contribui para a ampliação dos estudos sobre marketing de relacionamento e as suas influências na coprodução para a inovação em serviços. / The figures show that the service field has increased its participation in the world economy considerably, and information technology, a subsect or of intensive knowledge service businesses (KIBS), has contributed a lot for this evolution. These businesses, which hold the knowledge as raw material, promote innovations in services and increase the competitiveness of the client in the market. The client has been seen not only as a buyer of products and services, but also as a source of knowledge and expertise on its own business. Understanding and interacting with the customer has become fundamental for the companies in their search for competitive advantage. Co-production leads the companies to co-create value and narrow businesses relationships. Therefore, the relationship between the customer and the supplier is a major factor for the consolidation of a long-term relationship. Relationship marketing has become an alternative to combine value addition and business maintenance between organizations. In this context, this study aims to propose and to test a theoretical model that analyses the influences of previous co-production and its effect in service innovation, in the Business-to-business context (B2B), in information technology companies. This way, this study examines the building, the compromise, the confidence and the investment in the relationship, variables in the relationship marketing, and the clients’ expertise as priors to co-production. A survey research has been made with 250 information technology companies in the state of Rio Grande do Sul, and the answers were gotten according to the suppliers’ points of view. The statistic technique used was the Structural Equation Model (MEE) through which we have tested the theoretical model. The results have shown that co-production influences service innovation positively to a degree that depends on the client’s expertise, and relationship marketing variables. The explained variance has reached important indexes, confidence and commitment explained 50% of commitment, while compromise and knowledge of the customer explained 57% of co-production. Co-production explained 30% of service innovation. On the other hand, innovation orientation has not presented moderating effect in the relationship between co-production and service innovation. This research has contributed to the increase of the studies about relationship marketing and its effect on co-production for service innovation.

近年來隨著全球貿易自由化、科技進步帶來資訊透明化等因素，貿易商之生存空間不斷被壓縮；而此項「去中間化」之趨勢，對於專業貿易商而言，更是面臨到嚴峻的挑戰。專業貿易商乃基於跨國交易中介之地位，為客戶提供與貿易活動相關之服務；本研究即以專業貿易商提供之貿易服務作為研究主題，期能協助台灣專業貿易商進行貿易服務創新，提高於產業鏈中之價值、建立出差異化優勢，於「去中間化」之趨勢下，再度逆勢成長。 本研究依據相關文獻資料及目前貿易實務流程，定義出專業貿易商之貿易服務內容與項目，並以問卷調查方式了解台灣專業貿易商目前貿易服務競爭力與貿易服務提供情形，發現大部分台灣專業貿易商相較於市場上其他業者，其自認之貿易服務競爭力介於稍弱至普通之間，且普遍較擅長實體履行服務。本研究採用學者Hertog和Bilderbeek所提出之服務創新四構面模式，依據問卷調查結果，從新服務概念、新客戶介面、新服務遞送系統、技術選擇等四構面為專業貿易商提出可能採取之貿易服務創新模式，並建議專業貿易商可從附加價值較高之貿易服務，如交易創造服務、建構與掌握完善貿易鏈、提供完整貿易需求解決方案及諮詢服務等方向進行發展及創新。 / In recent years, liberalization of global trades and advancement of technology force trading companies in Taiwan to face a crisis of disintermediation and tough environment to survive. Trading companies function as an intermediation in cross-border transactions to provide their clients services about trading activities. This research focuses on topics involving trade services provided by trading companies, and from that, we expect to help trading companies in Taiwan engage in trade service innovation in order to establish different competitive edges and keep business growing in the crisis of disintermediation. In this research, we define the contents of trade services provided by trading companies according to literatures and international trading practice. We investigate the competitiveness of those trading companies in Taiwan in trade services and actual practice through questionnaire survey. We find that most trading companies in Taiwan think that their competitiveness of trade services are weaker comparably to other competitors or only fall around the average. We adopt the four-dimensional model of service innovation built by Hertog and Bilderbeek and the result of questionnaire survey to advance a model of trade service innovation for Taiwanese trading companies. We further suggest that Taiwanese trading companies can make innovation on the high value-added trade services, such as developing transaction-creating services, building a complete trading chain, or providing a total solution to satisfy their clients on trading activities.

<p>Project evaluation is concerned with indicators setting and performance tracking along the life of a project. It plays an essential role to the success of any project and therefore demands special attention. At the heart of this process lies a system of criteria one has to take into account when performing the evaluation. Our thesis considers this problem in a particular context, namely New Service Development (NSD) projects. The topic is of our interest because innovation (hence NSD) has become an inherent aspect of service industry while the research dedicated to NSD project evaluation is rather limited. Our thesis aims at understanding the purposes, the process of evaluating NSD projects and pointing out specific criteria included during the evaluation of NSD projects. As a result, the research question pursuing is: ‘What are key Evaluation Criteria for New Service Development projects?’ From the literature review on project evaluation and new service development, our study reveals a list of eight important criteria of evaluation. This consists of three financial criteria: (1) profitability, (2) production cost, (3) return on investment; and five non-financial criteria: (4) strategic fit, (5) marketing criteria, (6) corporate social responsibilities, (7) information quality, and (8) facilitating factors. From empirical perspective, qualitative approach is applied to collect data through three case studies and a series of semi-structured interviews with seventeen respondents in Albania, Italy, Sweden and Vietnam, from companies offering various types of service. The case studies build comprehensive understanding on the process of new service development, of project evaluation for NSD whereas interviews check the transferability of the three cases and identify evaluation criteria employed in practice. The empirical results were analyzed in comparison with the arguments found from literature. Regarding the research question, the study found that the set of evaluation criteria collected from empirical study fits with the list of eight criteria proposed by literature. Among this set, two main criteria ‘strategic fit’ (4) and ‘customer satisfaction’ which is apart of ‘marketing criteria’ (5) are recommended as ‘must’ for the evaluation process on any type of NSD project. Findings of this research contribute to the existing knowledge provided by both academic and practitioners regarding both project management field and new service development area, by suggesting a set of key criteria that should be used as guidance in order to succeed with evaluation of NSD projects.</p>

User involvement has, during recent years, become something of a mantra among product development managers. However, the existing literature has not much to say about how the individual user contributes to product innovation and whether her or his contribution is valuable.  The thesis attempts to fill this gap in knowledge by reporting experiments in which ordinary users are asked to suggest new services that their mobile telephones could deliver. The originality, user value, and the feasibility of their suggestions are then compared to the suggestions of professional product designers. On the whole, the users contribute ideas that are more original, and that could result in services of higher user value than the professionals.  Exactly how the users are involved matters for the outcome of their involvement. Two different approaches to involving users are identified, Guided Users and Pioneering Users. The Guided User approach seems to be preferable when stepwise refinement of an existing service is desired.  The Pioneering User approach is better suited to supporting radical innovation. The conclusion is that firms must adapt their processes of developing new products in order to realise the full potential of user involvement. / Diss. (sammanfattning) Stockholm : Handelshögsk., 2003

Given today’s industry dynamics, new service development is becoming increasingly important to the competitiveness, growth, and survival of organizations. Unfortunately, new service development has proven to be a complex and difficult task. Numerous reasons are stated in the literature such as the difficulty of understanding and anticipating latent customer needs and insufficient market research techniques. To facilitate proactive learning about the customer, recent findings stress customer involvement in the development process and observations of customers in real action. The overall objective of the dissertation is to contribute to an increased knowledge of customer involvement, i.e., the role of customers as contributors and co-creators in new service development. The thesis draws on theory from market and learning orientation in conjunction with a service-centered model, and provides an extensive review of literature on customer involvement in innovation. In five separate studies, this doctor’s thesis addresses the customer’s role in innovation activities in various industries (e.g., Staffing Services, Airline Services, and Mobile Telecommunication services). In this thesis it is argued that interaction is not only the focal point of services, but also the essence of customer involvement. A special emphasis is put on supporting techniques as these are the means by which customer information and knowledge are created. In addition, results are provided showing that customer involvement in innovation pays off. Companies that engage in collaborative innovation with customers can expect improved customer satisfaction, customer loyalty, and profit margin.

近年來台灣醫藥環境面臨重大變革，如全民健保開辦、醫藥分業實施、藥品進口自由化及藥品零售業務國際化，加上消費者教育水準之提高，在此種種因素影響下，藥局經營必須改變體質才能面對新環境、新挑戰。此外，隨著經濟環境的改善，民眾對於健康醫療相關的支出比例亦持續增加。藥局經營模式已不知不覺產生變化，由量的減少到質的提升、由被動轉為主動、由以「生病為中心」的商品組合到「健康為中心」的商品組合、由單打獨鬥到策略聯盟、由專業分工到資源整合都考驗著藥師的經營能力。 綜合上述可以發現在整體大環境改變下，傳統社區藥局經營模式已無法滿足顧客之需求，加上顧客對健康養身觀念意識之抬頭，社區藥局已逐漸定位為主動替顧客健康照護之把關者，而非僅僅是有病才拿藥之消極互動模式。尤其對長期慢性病友而言，社區藥局如何透過慢性病處方箋與醫院長期合作照護病友，以使病友用最有效率、最近距離、最少時間取得最正確安全之藥事服務，以提升附加價值；擺脫低價策略擴大市場需求，將成為社區藥局需審慎思考之新經營策略。 有鑒於此，本研究透過服務科學建立「新型態社區藥局服務創新模型與連鎖加盟經營」，以期在醫院與病友間成為有效之溝通橋樑並提升顧客健康照護之價值。接著，轉型第二階段將延續新商業模式，利用關係行銷建立「全國慢性病會員慢箋照護E-Pharmacy創新服務計畫」，協助個案公司將與其相關性之各產業資源相結合，形成牢不可破之關係行銷網，以期轉型發展成具有持續競爭力之永續經營企業，以因應產業之快速變化。 / Medical and pharmaceutical industries in Taiwan have been facing revolutionary transformations in recent years. These include the launch of National Health Insurance, dispensing separation (DS), import liberation, retail internationalization, and the elevation of consumer education levels. Under the impacts of these factors, drug store businesses have had to change accordingly to adapt to the new environment and respond to new challenges. Furthermore, with the improved financial condition of people, the proportion of budgets spent on medical- and healthcare-related services is steadily rising. The business model of a drug store has also changed. It has moved from quantity-focused management concepts to quality-focused ones, from passive-based services to active-based ones, from “illness-centered” products to “health-centered” ones, from a solitary pursuit to strategic alliances, and from division of professional work to integration of resources. The transformation poses a great challenge to the management capabilities of pharmacists. In short, under global changes and the raising of public awareness of health and health care, traditional community drug stores are far from meeting the demands of customers. From the passive business model of waiting for sick customers to walk in for their medications, community drug stores have gradually transformed to become actively involved in restoring and enhancing the health of their customers. By maintaining long-term cooperation with the hospitals that prescribe medications to their customers, community drug stores can especially help chronic patients by providing them the most efficient, shortest distance, correct and safe pharmaceutical services within the shortest time. Drug store owners should take this new business strategy into serious consideration as it allows them to offer value-added services to customers, abandon a low-pricing strategy, and expand market demand. In view of the above-mentioned, this study has set up a “New Form of Community Drug Store with Innovative Service Model and Franchise Chain Business Model” via Service Science, Management and Engineering (SSME), and which aims to build an effective communication bridge between the hospital and the patient and enhance the value of healthcare services given to customers. The second phase of transformation is an extension of the new business model. In the second phase, relationship marketing is adopted to establish a “National Innovative Service Program of E-pharmacy for Chronic Patients” to assist the company in the study to integrate corresponding resources from different industries and form a strong relationship marketing network. With this program, it is hoped that the drug stores can transform and develop into sustainable ventures with sustainable competitive edges to respond to the rapid changes in the industry.