sustainable service innovation
DESCRIPTION
Pierre-Jean Barlatier and Eleni GiannopoulouTRANSCRIPT
IESS 1.1 Second International Conference on Exploring Services Sciences Geneva, 16-18 February 2011
The Dual Perspective of Sustainable Development in Service Innovation: a Conceptual Model Proposition for Research and Technology Organizations (RTOs)
Pierre-Jean Barlatier and Eleni Giannopoulou
Background-Introduction
➤ Our purpose and theoretical contribution ➤ Propose a model of the complete image of sustainability in service innovation
➤ Why is this important? ➤ Innovation in Services
● rising topic of discussion among researchers and practitioners ● raises issues of sustainability
➤ Sustainable Innovation in Services has two aspects: ● Sustainable/responsible innovation (environmental, economical
and social constraints) ● Sustainable/continuous innovation
➤ BUT what about the current Research Frontier? ● Literature has been concentrated on one or the other aspect ● The combination is a more complete illustration of the concept
➤ Our Research Context: RTOs (higher responsibility and sensitivity towards both aspects of sustainability)
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A sneak-peak into the rest of the presentation
➤ Theoretical Elements ➤ The New Service Development (NSD) process ➤ Service Innovation through the Resource Based View (RBV) lens
● Resources Combination and Resulting Capabilities ➤ The RTO’s assets
● The Resource Base ● The Experience Base ● The Service Portfolio
➤ The two aspects of sustainability in Service Innovation (Strategy concern) ● Sustainable/Continuous Innovation: Issues of Governance ● Sustainable/Responsible Innovation: Environemental, Economical and
Social Responsibility
➤ The Model ➤ By Way of Discussion: A glance into existing models ➤ Conclusions
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The New Service Development (NSD) Process
Defining the NSD process is essential ➤ Various models:
➤ NPD models (Booz, Allen and Hamilton (BAH) model (1982), Kline and Rosenberg (1986))
➤ NSD models ● Linear (Shostack (1984), Scheuing and Johnson (1989), Edgett and
Jones (1991)) ● Iterative (Tax and Stuart (1997), De Jong et al. (2003), Johnson et
al., Zhou and Wei (2010))
➤ Iterative models illustrate better the NSD (control and flexibility)
➤ Including customers in NSD process (benefits and challenges)
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The NSD through the Resource Based View (RBV) Lens
Resource Based View (Penrose, 1959): Competitive advantage comes from a bundle of resources which are rare, valuable, imitable and without equivalent substitute
➤ Resources need to be managed effectively in order to create organizational capabilities that support the NSD process
➤ The capability to combine and deploy organizational resources is essential
➤ For innovative organizations (like RTOs) the aim is to develop innovation capabilities by deploying all their available resources
➤ Challenges arise: core capabilities should not become core rigidities (« dynamization » practices)
➤ The RTO needs to be aware of its assets in order to fully deploy and leverage them
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The RTO’s Assets for Service Innovation
Three interconnected assets: ➤ Resource Base
➤ The Importance of Human Skills ➤ The Role of Organizational Structure ➤ Information Technologies (IT) as NSD Enabler ➤ Relational Competencies
➤ The Experience Base ➤ Repository of experiences and practices in Service Development ➤ Tacit (Know-how), Explicit (Knowledge Management Systems)
➤ The Service Portfolio ➤ Capitalization of previous experiences
Experience Base
Repository of Experiences and Practices in
Service Development
Human Skills Organizational Structures Information Technologies Relational Competencies
Service Portfolio
Resource Base
Cap
italiz
atio
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The Sustainable Development of Innovation in Services
Reminding the two aspects:
➤ Sustainable/Continuous Innovation Governance of Resources and Capabilities for the Sustainability of the Innovation Process
➤ Sustainable/Responsible Innovation Environmental, Economical and Social Responsibility in Service Innovation
It is a strategic concern to take care of both aspects
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Sustainable/Continuous Innovation: Issues of Governance (1)
Structuring service innovation
The Diamond Model by Hallenga-Brink and Brezet (2005)
➤ The Sustainable Service Innovation Framework
by Absil, Dubois, Grein, Michel and Rousseau (2008)
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Sustainable/Continuous Innovation: Issues of Governance (2)
➤ Merely structuring the innovation process is not enough Need for an overall governance of resources and capabilities towards sustainability
➤ Lack of such effective practices, however: ➤ Two monitoring systems (Leitner, 2005)
● Benefit: RTO learn about their knowledge production systems
➤ Managerial guidance rather than monitoring ➤ Innovation and creativity culture ➤ Leadership
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Sustainable/Responsible Innovation: Environmental, Economical and
Social Responsibility
Sustainable innovation constitutes a challenge
➤ RTOs due to their interrelation with academia, industry and government: ➤ Have increased responsibility towards society
BUT also ➤ Can influence and shape innovation systems ➤ Can assist in the development of a sustainable innovation
policy ➤ Can bridge the sustainability incentives gap between industry
and government
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Organizational Assets for Service Innovation
The Model
Combination Capabilities
Sustainable Development of Innovation in Services
co-evolution
Customers Customers
New Service Development Process collaboration
Resources and Practices Governance
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Government, Industry, Academia External Environment
Experience Base
Repository of Experiences and Practices in Service
Development
Human Skills
Org. Processes & Structures Information Technologies Relational Competencies
Service Portfolio
Resource Base
Cap
italiz
atio
n
Monitoring and leveraging
A Glance at Existing Models
➤ Implications for the traditional sustainability in the innovation process (integrated strategy towards sustainability)
➤ Local references to sustainability (NSD process or culture) ➤ Noteworthy models:
➤ Brezet et al. (2001): a development process taking into account environmental issues at every step
➤ Flores et al. (2010): Four enablers to sustainable innovation; mass customization, value network, sustainable development and the complete product or service lifecycle
➤ Sustainable adaptation of the Diamond Model (Brezet et al.).
➤ However none of these models captures both internal and external aspects of sustainability
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Conclusions – Further Research
➤ Theoretical Contribution on the sustainable development of service innovation ➤ Two aspects of sustainability:
● Sustainable/Continuous Service Innovation ● Sustainable/Responsible Service Innovation
➤ Internal and External factors for service innovation
➤ Practical contributions ➤ From the qualitative, multiple case studies of European RTOs
➤ Expected benefits ➤ Validate and refine the model ➤ Valuable insights of sustainable service innovation current practices
within RTOs ➤ Results maybe a source of inspiration for RTOs and other knowledge
intensive organizations
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Thank you
Comments and Questions?
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