Learning strategies, behaviours and outputs during the service innovation process

Abstract

Recent research suggests that organisational learning (OL) can contribute greatly to the success of service innovation projects. The article aims at providing insights on alearning behaviours used by the actors during the different stages of an innovation process bthe outputs of these learning behaviours cthe way these learning behaviours and outputs contribute to the efficiency of the innovation process. It reports findings from a longitudinal case study in retailing. Multiple learning strategies are identified that enhance the effectiveness of the process. Implications for service companies to encourage learning during innovation and opportunities for further research are discussed.