Abstract
This empirical study explores the dynamics of standard operating procedures (standards) as an innovation process in service multinational corporations (MNCs). The qualitative data was collected from five multinational hotel chains (in three multinational hotel groups) and their affiliated hotels located in the UK, Thailand, France and Hong Kong. The results show that the evolution of standards can be identified as an innovation process within the multinational hotel groups because new service offerings and processes are driven by changes in corresponding standards. A process of standard evolution contains four consecutive stages: variation, selection, experimental-replication, and routinisation. Throughout the process, collective and multiple learning underline evolving standards over time. The evolution of standards can be recognized as an ‘all for one and one for all’ innovation process in service MNCs since all actors, including the corporate headquarters, regional headquarters and affiliated hotels, participate in this long process.
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