When the Recipe Is More Important Than the Ingredients
Abstract
Service innovation is a primary source of competitive advantage and a research priority. However, empirical evidence about the impact of innovativeness on new service adoption is inconclusive. A plausible explanation is that service innovation has thus far been studied using new product frameworks that do not fully capture the complexity of new service assessments by customers. We propose a different, holistic framework, which posits that new...
Paper Details
Title
When the Recipe Is More Important Than the Ingredients
Published Date
Dec 5, 2013
Journal
Volume
17
Issue
2
Pages
134 - 149
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History