Marketing Topics: Service Innovation

MAR525NFB Marketing Topics: Service Innovation

  • Topics


    • Service management and foundations of service research from a historic perspective
    • The service dominant logic
    • Service innovation
    • New service development (NSD) and customer experience
    • Service systems and service infusion in manufacturing
    • Innovation systems research, regional, sectoral and national perspectives Service innovation and/in innovation policy research
    • Services in innovation research, organizational and innovation management perspectives
    • Open innovation and services
    • Systems of innovation in services
    • Service innovation and innovation studies
    • Service innovation and design



  • Learning outcome

    Learning outcome

    The purpose of the course is to give students insight in to theoretical foundations and central issues of service innovation as well as to contribute to their ability to understand and analyze service innovation problems.

    The course gives an overview of service innovation from a service management point of view with a special focus on the service logic, service systems, new service development, service innovation and innovation research and research policy linked to service research.

    The course focuses on theoretical perspectives, key concepts and models as well as specific areas such as the service dominant logic, service design and new service development, co-creation of value with customers, customer experiences, service infusion in manufacturing, service systems as well as innovation research and research policy linked to service management research. Challenges when developing, and managing both high-tech (technology-based) services and high touch (where the personal service encounter is key) services will be discussed. Empirical studies, representing both B2C and B2B service contexts will be discussed in the course.

    The course addresses both subject matters and methodological issues of studying services. The course should give the doctoral students a good basis for formulating research problems within the field and conducting their own research.


  • Teaching


    Class room teaching: five days of 6 hours each.
    Monday the 4th to Friday the 8th of June 2012.


    Application deadline for admsission: May 15th, 2012.

  • Required prerequisites

    Required prerequisites


  • Requirements for course approval

    Requirements for course approval

    To follow the lectures.

    Hand in and pass the term paper assignment.

  • Assessment


    Term paper.

    Deadline for submission of paper is August 15th 2012.


  • Grading Scale

    Grading Scale

    Graded with pass/fail.

  • Computer tools

    Computer tools


  • Semester



  • Literature


    Selected articles.


ECTS Credits
Teaching language

Course responsible

Per Egil Pedersen, Department of Strategy and Management, NHH
Bo Edvardsson, Karlstads Universitet
Stephen Vargo, Shidler College Distinguished Professor, University of Hawaii, US
Keld Laursen, Copenhagen Business School
Bruce Tether, Manchester Business School