KOREASCHOLAR

ADOPTING/REJECTING SERVICE INNOVATION: A COMMUNICATION ISSUE

Daniela Corsaro, Roberta Sebastiani, Cristina Mele
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/270964
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.732-751
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study addressed service innovation as a process of co-construction and sense-making by companies, customers and other partners. The aim of the study was to investigate the role of communication in fostering service innovation as a process of social construction. Five key communication practices intervening in service innovation were identified.

Keyword
Service innovationCommunicationNetworksCustomerCommunication issue
Author
  • Daniela Corsaro(Catholic University)
  • Roberta Sebastiani(Catholic University)
  • Cristina Mele(Universiity of Napoli Federico II)