Service innovation strategies : Their roles and effects on firm performance
- 주제(키워드) Service innovation , Service innovation strategy
- 발행기관 고려대학교 대학원
- 지도교수 이재남
- 발행년도 2014
- 학위수여년월 2014. 2
- 학위구분 박사
- 학과 일반대학원 경영학과
- 원문페이지 161 p
- 실제URI http://www.dcollection.net/handler/korea/000000050060
- 본문언어 영어
- 제출원본 000045791029
초록/요약
To survive in the rapidly changing and highly competitive market, service innovation is considered a new effective way to sustain and gain a competitive advantage. Although the importance of service innovation is now widely recognized, firms often fail to implement successful service innovation activities. As service innovation does not always guarantee the desired outcome, service firms utilizing service innovation allocate tremendous effort to identify and minimize the gap between innovation competency and management skills. Research on service innovation has also played a critical role in reducing the existing gap in terms of strategic view. A vast body of research on service innovation has been produced, which focuses on characteristics and dimensions, antecedents, typologies and strategy of service innovation. Service innovation strategy in particular has recently attracted a lot of attention from managers who aim to achieve successful service innovation to enhance their business performance. Innovation strategy in service development processes is more critical than that in product development processes in manufacturing because of the specific characteristics of services, such as intangibility and co-production with customers. Therefore, service innovation strategy is a prerequisite for successful service innovation. However, despite the apparent importance of service innovation strategies for successful service innovation and firm performance, little studies have been performed on the possible relationship among business environment, service innovation strategy, and IT capability and firm performance. To bridge these research gaps, this paper proposed three studies regarding the roles and effects of service innovation strategies on firm performance. The objective of the first study is to identify service innovation patterns in service industry and understand the main differences among them in terms of firm performance. In the second study, we aim to investigate the effect of alignments between business strategy (i.e., cost leadership, innovative differentiation, and focus strategies) and service innovation strategy (i.e., service creation-focused, service delivery-focused, and customer interaction-focused strategies) on firm performance. We then examine how the effect of alignments differs depending on industry type (i.e., scale intensive, technology-based knowledge intensive, and professional-based knowledge intensive service industries). The last study investigates the moderating effect of IT capability on the relationship between the strategic alignments and firm performance. The empirical evidences of the first study show that four major clusters clearly exhibit different mixtures of service innovation dimensions with respect to service innovation strategies. Our findings indicate the superiority of strongly balanced innovators in explaining firm performance. The results of the second study present that business strategy and service innovation strategy have synergistic effects on firm performance. Results also confirm that the effects of the alignments on firm performance differ according to the types of industry. This study identifies conditions under which congruent combinations perform better. Finally, the last study finds that there is a synergistic effect between alignment and IT capability on firm performance. Firms that have aligned service innovation strategy with business strategy need to consider the improvement of organizational IT capability with an assurance that they will be leveraged substantially. This thesis sheds new light on service innovation research by investigating the roles and effects in service innovation strategy on firm performance. To the researchers, this paper makes a major research contribution through a theoretical and empirical demonstration of the synergistic effects of service innovation strategy with external and internal environment conditions. To the practitioners, this paper provides valuable practical guidance to managers for service innovation success. This paper provides the directions on how to effectively manage well-planned service innovation strategy consistent with business environment and how to effectively utilize IT capability for achieving success in service innovation
more목차
1. Introduction 1
1.1 Research Background 1
1.2 Research Objective 2
1.3 Research Scope 3
1.4 Research Procedure 5
1.5 Significance of the Research 7
1.6 Organization of the Thesis 9
2. Study 1: Identifying Service Innovation Patterns from the Service-Oriented Perspective
Abstract 10
2.1 Introduction 11
2.2 Theoretical Framework 13
2.2.1 Innovation Approaches in Services 13
2.2.2 Four Dimensions of Service Innovation 15
2.2.3 Service Innovation Patterns 17
2.3 Research Methodology 20
2.3.1 Sample and Data Collection 20
2.3.2 Measurement 22
2.3.3 Analysis Procedure 24
2.4 Analysis and Results 25
2.4.1 Reliability Test and Factor Analysis 25
2.4.2 Cluster Analysis 26
2.4.3 ANOVA Test 29
2.5 Discussion and Implications 30
2.5.1 Impact of Four Service Innovation Dimensions 30
2.5.2 Post-Hot Tests in Different Characteristics of Service Firms 32
2.5.3 Implications for Research 33
2.5.4 Implications for Practice 35
2.5.5 Limitations and Future Research 36
2.6 Conclusion 37
References 38
3. Study 2: Alignment between Business and Service Innovation Strategies and its Effects on Firm performance
Abstract 41
3.1 Introduction 43
3.2 Theoretical Background 45
3.2.1 Necessity of Alignment Service Innovation Strategy with Business Strategy 45
3.2.2 Business Strategies 47
3.2.3 Service Innovation Strategies 48
3.2.4 Classification of Service Innovation 51
3.3 Theoretical Framework 52
3.3.1 Alignment Model between BS and SIS 52
3.3.2 Alignment between IDS and SCFS 53
3.3.3 Alignment between CLS and SDFS 54
3.3.4 Alignment between FS and CIFS 56
3.3.5 Alignment between BS and SIS in Different Types of Service Sectors 57
3.4 Research Methodology 60
3.4.1 Measurement 60
3.4.2 Sample and Data Collection 62
3.4.3 Measurement Reliability and Validity 64
3.5 Analysis and Results 65
3.5.1 Analytical Approach 65
3.5.2 Testing the Hypotheses 66
3.6 Discussions and Implications 73
3.6.1 Discussions 73
3.6.2 Theoretical and Practical Implications 76
3.6.3 Limitations and Future Research Directions 78
3.7 Conclusions 79
References 81
4. Study 3: The Role of IT Capability in the Alignment between Business and Service Innovation Strategies
Abstract 87
4.1 Introduction 89
4.2 Strategic Alignment with IT capability 91
4.2.1 Business Strategy 92
4.2.2 Service Innovation Strategy 93
4.2.3 Role of IT capability 96
4.3 An Alignment Model with IT capability 98
4.3.1 The Alignment Model between IDS and SCFA 99
4.3.2 The Alignment Model between CLS and SDFS 100
4.3.3 The Alignment Model between FS and CIFS 101
4.3.4 A Moderating Effect of IT Capability on Strategic Alignment 103
4.3.4.1 The Effect of IT Capability on Alignment between IDS and SCFS 103
4.3.4.2 The Effect of IT Capability on Alignment between CLS and SDFS 104
4.3.4.3 The Effect of IT Capability on Alignment between FS and CIFS 105
4.4 Research Methodology 107
4.4.1 Measurement 107
4.4.2 Sample and Data Collection 109
4.4.3 Measurement Reliability and Validity 111
4.5 Analysis and Results 112
4.5.1 Analytical Approach 112
4.5.2 Testing the Proposed Hypotheses 113
4.6 Discussion and Implications 120
4.6.1 Discussion of Findings 120
4.6.2 Theoretical and Practical Implications 122
4.6.3 Limitations and Future Research Directions 124
4.7 Conclusions 125
References 127
5. Conclusions of the Three Studies 134
APPENDIX 3-A: CLASSIFICATION OF SERVICE INDUSTRY 138
APPENDIX 3-B: THE STRUCTURE OF SURVEY INSTRUMENT 139
APPENDIX 3-C: THREE STEPS FOR MEASURING THE THREE SIS 141
APPENDIX 4-A: THE STRUCTURE OF SURVEY INSTRUMENT 142
APPENDIX 4-B: RESULTS OF FACTOR ANALYSIS 143
APPENDIX 5-A: QUESTIONNAIRE OF MAIN SURVEY 144
