Introduction to Cases Illustrating the Driving Forces of Service Innovation
This chapter presents four extended case studies on service innovation. These studies show that behind each innovation case is a set of driving forces. An interesting observation of these driving forces is their diversity, as they range from customer needs to market needs to technology to political goals. Although the cases presented here have not identified any conflict forces, a service innovator should be aware of potential conflict forces and find a way to resolve them. This chapter posits that a good understanding of these driving forces can guide the innovator to make the right innovation decision by targeting the right innovation area with the right approach.