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ADOPTING/REJECTING SERVICE INNOVATION: A COMMUNICATION ISSUE
Daniela Corsaro,Roberta Sebastiani,Cristina Mele 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4
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.
ADOPTING/REJECTING SERVICE INNOVATION: A COMMUNICATION ISSUE
Daniela Corsaro,Roberta Sebastiani,Cristina Mele 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
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.