Systematic Innovation and Service Offering Development in a Knowledge-intensive Project Organization

Seppo Kuula*, Erkka Niemi

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Abstract

The main aim of this paper is to describe how to design systematic innovation management and service offering development in a knowledge-intensive project organization (KIPO). We have focused on the alignment of customer demand and competence management utilizing the Service-Dominant Logic (SDL) principles and framework. The most significant difference between the industrialization driven product marketing and globalization driven service marketing can be seen in the definition of value creation, and exchange (integration) of resources. The industrial revolution came about in order to create efficiency in scale, whereas the digital revolution is scaling creativity and creating inter-industry competition. Customer interface owners are winners in this change, where customer-oriented service design is in the key role, and the value chain becomes pull-directed. SDL is giving a sound foundational framework for understanding value co-creation and dynamic resource integration in the service-dominant business. In SDL framework value is provided as operant resources (competences, skills, knowledge), and value co-creation requires a change in the dominant business logic from 'making, selling and servicing' to 'listening, customizing and co-creating'. However, there is very limited amount of literature regarding practical implications how the value co-creation can be aligned with systematic competence development. In the customer-oriented dynamic business environmet it is important, that knowledge intensive project organizations understand not only the current, but also upcoming needs of customers, to develop and provide them the right expertise at the right time. This kind of information asset can be managed with Competence Management Systems (CMS).

Original languageEnglish
Title of host publicationRESER 2016 PROCEEDINGS
EditorsT RussoSpena, C Mele
PublisherUniversity of Naples Federico II
Pages1021-1037
Number of pages17
ISBN (Print)979-12-200-1384-0
Publication statusPublished - 2016
MoE publication typeA4 Article in a conference publication
EventEuropean Association for Research on Services Conference
- Naples, Italy
Duration: 8 Sep 201610 Sep 2016
Conference number: 26

Conference

ConferenceEuropean Association for Research on Services Conference
Abbreviated titleRESER
CountryItaly
CityNaples
Period08/09/201610/09/2016

Keywords

  • DOMINANT LOGIC
  • MANAGEMENT

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