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Frontline employees’ collaboration in industrial service innovation : routes of co-creation’s effects on new service performance
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Santos-Vijande, María Leticia, López-Sánchez, José Ángel and Rudd, John M. (2016) Frontline employees’ collaboration in industrial service innovation : routes of co-creation’s effects on new service performance. Journal of the Academy of Marketing Science, 44 (3). pp. 350-375. doi:10.1007/s11747-015-0447-4 ISSN 0092-0703.
An open access version can be found in:
Official URL: http://dx.doi.org/10.1007/s11747-015-0447-4
Abstract
From a Service-Dominant Logic (S-DL) perspective, employees constitute operant resources that firms can draw to enhance the outcomes of innovation efforts. While research acknowledges that frontline employees (FLEs) constitute, through service encounters, a key interface for the transfer of valuable external knowledge into the firm, the range of potential benefits derived from FLE-driven innovation deserves more investigation. Using a sample of knowledge intensive business services firms (KIBS), this study examines how the collaboration with FLEs along the new service development (NSD) process, namely FLE co-creation, impacts on service innovation performance following two routes of different effects. Partial least squares structural equation modeling (PLS-SEM) results indicate that FLE co-creation benefits the NS success among FLEs and firm’s customers, the constituents of the resources route. FLE co-creation also has a positive effect on the NSD speed, which in turn enhances the NS quality. NSD speed and NS quality integrate the operational route, which proves to be the most effective path to impact the NS market performance. Accordingly, KIBS managers must value their FLEs as essential partners to achieve successful innovation from an internal and external perspective, and develop the appropriate mechanisms to guarantee their effective involvement along the NSD process.
Item Type: | Journal Article | ||||||||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Journal of the Academy of Marketing Science | ||||||||||
Publisher: | Springer | ||||||||||
ISSN: | 0092-0703 | ||||||||||
Official Date: | May 2016 | ||||||||||
Dates: |
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Volume: | 44 | ||||||||||
Number: | 3 | ||||||||||
Page Range: | pp. 350-375 | ||||||||||
DOI: | 10.1007/s11747-015-0447-4 | ||||||||||
Status: | Peer Reviewed | ||||||||||
Publication Status: | Published | ||||||||||
Access rights to Published version: | Open Access (Creative Commons) | ||||||||||
Open Access Version: |
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