Creating New Markets Through Service Innovation - Incremental improvements in service offerings are not uncommon, but to generate new markets or reshape existing ones, executives must understand the different types of market-creating service innovations as well as the nine factors that enable them.
| Year of publication: |
2006
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|---|---|
| Authors: | Berry, Leonard L. ; Shankar, Venkatesh ; Parish, Janet Turner ; Cadwallader, Susan ; Dotzel, Thomas |
| Published in: |
MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 47.2006, 2, p. 56-64
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