Service Orientation and Innovation Results: Theoretical Development based on Service-Dominant Logic

Informações

Código: EMA73
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 06 - Marketing de Serviços, de Relacionamento e de Vendas

Autores

Lucas Lira Finoti (PPGADM/UFPR/UFPR - Universidade Federal do Paraná) lucasfinoti@hotmail.com
Leandro Rodrigo Canto Bonfim (PPGADM/UFPR/UFPR - Universidade Federal do Paraná) leanbonfim@yahoo.com.br
Simone Regina Didonet (PPGADM/UFPR/UFPR - Universidade Federal do Paraná) simonedidonet@ufpr.br
Andréa Paula Segatto (PPGADM/UFPR/UFPR - Universidade Federal do Paraná) aps@ufpr.br
Ana Maria Machado Toaldo (PPGADM/UFPR/UFPR - Universidade Federal do Paraná) anatoaldo@hotmail.com

Resumo

This paper aimed to differentiate service orientation as a service-dominant (S-D) concept from outdated ideas of service orientation related to goods-dominant (G-D) logic. Grounded on the foundational premises of S-D logic, we argue that despite its importance, value co-creation is a lacking concept on the studies of service orientation. Considering that the customer is always a co-creator of value, we propose a theoretical framework that explains how service innovation and product innovation can be developed in service-oriented firms. We also shed light on a neglected topic of S-D studies by explaining how product innovation can foster service innovation. The proposed framework may contribute to the extant literature on service-dominant logic and innovation management.

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