Trends in product innovation: how manufacturing and services blend

Promaco Conventions Pt Ltd
Publication Type:
Conference Proceeding
Proceedings of the 23rd ANZAM Conference 2009 'Sustainability Management and Marketing', 2009, pp. 1 - 18
Issue Date:
Full metadata record
As the boundary between manufacturing and service industries continues to blur, product innovation often takes the form of blended product offerings consisting of both manufactured and service elements. Organisational innovation processes and strategies have traditionally been based on either a âmanufacturingâ or a âserviceâ mindset, which may not be suitable for optimal innovation in a blended offering. This paper combines findings from an empirical study with literature from service and manufacturing perspectives to enhance understanding of the nature of blended offerings. A typology of blended product offerings is proposed that integrates previously identified blending mechanisms with new findings on current trends and types of blended innovations. Implications for innovation management are discussed and directions for future research are suggested.
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