Does service innovation mirror product innovation? A multi-method study with successful evidence case from Turkey

Abstract

This study is an attempt to analyse differences between product and service innovation processes. There is almost consensus among scholars about the steps and approaches regarding product innovation. Yet, for service innovation perspectives, scholars do not suggest a dominating paradigm. Moreover, due to nature of services (e.g., intangibility, perishability), suggesting a prescribed and almost a determined blueprint for service innovation process is challenging. In this study, we primarily aimed at examining and investigating differences between product and service innovation processes via a prominent and market leader company operating in Turkey. We followed qualitative approach and enriched our insights with interviews conducted with key responsible managers from the focal company. Insights emphasised key differences between product and service innovation processes and built on these differences, we provided suggestions. Further implications and limitations are also discussed.