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Both academics and practitioners emphasize the importance for product firms of pursuing service innovation. Despite a … strategic focus on service-led growth, however, many firms struggle to succeed with their service innovation initiatives. In … order to increase our understanding of the nature of service innovation in product firms, this chapter discusses the …
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The article is based on a three-year study of 70 business executives belonging to 20 large organizations operating in India to identify the kind of interventions used by agents (managers) to make service innovations successful. For the purpose of analysis, the subject organizations were...
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