1. Service as the key driver of growth -- 2. What is service innovation? -- 3. Value creation drives service innovation -- 4. Developing service innovations -- 5. Customers as cocreators in service innovation -- 6. Service innovation in goods-centric firms -- 7. The service innovator, tying it...

Purpose – The purpose of this paper is to understand the differences between proactive and reactive market research techniques during the development of new market offerings. The study focused on the financial and innovative performance of traditional market research techniques, such as focus...