• 1 Introduction
  • INTRODUCTION TO THE REPORT
  • EXPERIENTIAL SERVICES
  • THE RESEARCH
  • 2 The Content of Innovation
  • SERVICE AS A JOURNEY
  • EXPERIENTIAL INNOVATION AREAS
  • SUMMARY AND SOME IMPLICATIONS FOR SERVICE INNOVATION
  • 3 The Process of Innovation
  • CUSTOMER INSIGHTS AS A DRIVER OF SERVICE INNOVATION
  • TIGHT OR LOOSE METHODOLOGIES
  • TOOLS AND TECHNIQUES
  • ORGANISING FOR INNOVATION AND DESIGN
  • MEASURING THE SUCCESS OF INNOVATIONS
  • SUMMARY AND SOME IMPLICATIONS FOR SERVICE INNOVATION
  • 4 Other Observations
  • BUSINESS MODEL INNOVATION
  • COMPETITION AS A DRIVER OF SERVICE INNOVATION
  • PROTECTING INNOVATIONS FROM COPYING
  • 5 Reflections on Service Innovation
  • A TYPOLOGY OF SERVICES INNOVATION
  • AN ITERATIVE PROCESS
  • LANGUAGE
  • HETEROGENEITY OF SERVICES
  • IMPLICATIONS FOR POLICY
  • References
  • Appendix 1: Details of Research Studies