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dc.contributor.authorHalliday, S.V.
dc.contributor.authorTrott, P.
dc.date.accessioned2011-10-27T09:01:03Z
dc.date.available2011-10-27T09:01:03Z
dc.date.issued2010-06-01
dc.identifier.citationHalliday , S V & Trott , P 2010 , ' Relational, interactive service innovation : Building branding competence ' , Marketing Theory , vol. 10 , no. 2 , pp. 144-160 . https://doi.org/10.1177/1470593110366901
dc.identifier.issn1470-5931
dc.identifier.otherPURE: 431396
dc.identifier.otherPURE UUID: 02b1343a-bf31-4d27-a5f6-ba644654c4c4
dc.identifier.otherScopus: 77953414018
dc.identifier.urihttp://hdl.handle.net/2299/6810
dc.descriptionOriginal article can be found at: http://mtq.sagepub.com/ Copyright Sage [Full text of this article is not available in the UHRA]
dc.description.abstractIn this paper we discuss how to develop service innovation through building branding competence. We demonstrate that using relationships in a process of sharing adds value to the service innovation process. We draw upon two distinct perspectives in the literature. We agree that value in new service development comes from incorporating the consumer. Yet we also deduce that it is the firm's core competencies that provide optimal resources for innovation. We then conceptualize how these two perspectives on service innovation can be integrated around relationships incorporating the 'customer resource'. This process is relational, interactive service innovation. The conceptual framework we have developed offers a different approach for companies to view the new service development process in general and the building of branding competence in particular. We suggest that organizations may be able to improve their new service development process by emphasizing the internal and external linkages within the management of innovation.en
dc.format.extent17
dc.language.isoeng
dc.relation.ispartofMarketing Theory
dc.subjectbranding
dc.subjectnew service development
dc.subjectresource-based view of the firm
dc.subjectrelationships
dc.subjectservice innovation
dc.titleRelational, interactive service innovation : Building branding competenceen
dc.contributor.institutionHertfordshire Business School
dc.contributor.institutionDepartment of Marketing and Enterprise
dc.contributor.institutionSocial Sciences, Arts & Humanities Research Institute
dc.contributor.institutionCentre for Research on Management, Economy and Society
dc.description.statusPeer reviewed
dc.identifier.urlhttp://www.scopus.com/inward/record.url?scp=77953414018&partnerID=8YFLogxK
rioxxterms.versionVoR
rioxxterms.versionofrecordhttps://doi.org/10.1177/1470593110366901
rioxxterms.typeJournal Article/Review
herts.preservation.rarelyaccessedtrue


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