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This chapter discusses four statements regarding Innovation Capacity:

  • “Involve design thinkers at the very start of the innovation process.” — Brown, 2008.1

  • “All businesses are service businesses.” — Vargo and Lusch, 2004.2

  • “Service innovation starts with culture.” — Berry, Shankar, Parish, Cadwallader, and Dotzel, 2006.3

  • “The success of an innovation depends on your ability to mobilize around your network.” — Hargadon, 2002.4

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  1. Brown, T. (2008) “Design Thinking”, Harvard Business Review, 86(6): 84–92.

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  2. Vargo, S. L., and Lusch, R. F. (2004). “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68: 1–17.

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  3. Berry, L.L., Shankar, V., Parish, J. T., Cadwallader, S. and Dotzel, T. (2006). “Creating New Markets Through Service Innovation”. MIT Sloan Management Review, 47(2): 56–63.

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  4. Hargadon, A. B. (2002). “Brokering Knowledge Linking Learning and Innovation,” Research in Organizational Behavior, 24: 41–85.

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  5. Zeithaml, V. A. (1981) “How consumer evaluation process differ between goods and services”. In J. H. Donnelly and W. R. George (eds), Marketing of Services. Chicago: American Marketing Association.

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© 2015 Richard Cuthbertson, Peder Inge Furseth and Stephen J. Ezell

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Cuthbertson, R., Furseth, P.I., Ezell, S.J. (2015). Innovation Capacity. In: Innovating in a Service-Driven Economy. Palgrave Macmillan, London.

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