Using Technovation For Service Classification: Some Industry Examples

Asia-Pacific Decision Sciences Institute
Publication Type:
Conference Proceeding
10th Annual Conference of APDSI (Asia-Pacific Decision Sciences Institute), 2005, pp. 1 - 10
Issue Date:
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Several service classifications based necessitate the need for on service- specific attributes, service delivery, channel strategies, marketing and management have evolved in response to the dynamics of the service industry. Service-specific attributes strategic and operational focus, whereas technological advancements have significantly contributed towards providing different channels for delivery, increasing flexibility, improving quality and reducing time and distance. These advancements drive organizations to organize themselves and operate on a value chain level, in response to new ways in which services can be marketed, branded, operated and delivered. This creates important challenges and opportunities, which call for a realignment of strategic focuses, in particular with respect to the impact of technovation (technology, channels, and organizational structures) on services modus operandi and their resulting service classification. developed This paper builds on, and illustrates a recently classification Services Cubicle, that transcends boundaries and includes trends scheme, referred to as current in technovation. A cross-section of service industry examples is used to clarify the resulting service classifications, taking into account deployment of varying degrees of technovation in that industry. These examples provide additional insights for service organizations, as well as a tool set to position, align, assess and validate the impact of their changing service offerings, whilst addressing the complexities of strategic alignment, value positioning, asset definition; as well as process, knowledge and relationship management.
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