PATTERNS OF SIMULTANEOUS INFLUENCE AND THE CONTINGENCY OF RADICALNESS

Frank M Hull and Chris Storey

Chapter 10 in Total Value Development:How to Drive Service Innovation, 2016, pp 181-198 from World Scientific Publishing Co. Pte. Ltd.

Abstract: A strategy of developing radical offerings is often a vital method for gaining competitive advantage. Innovation, however, is demanding of human capital. Fortunately, the services data provides a rich opportunity for exploring how influence by 10 functions affects innovative performance at three phases of the development cycle. The goal of this chapter is to provide guidance for deploying total simultaneous influence to optimize innovative development throughout the life cycle, from concepts to post-launch augmentation. Early Simultaneous Influence has positive impacts on performance at the concept phase that is even stronger under the contingency of radicalness in both the service and goods datasets. However, only in the services data does influence by some functions have a positive association with performance at the post-launch phase. The intangibility of some services provides opportunities for augmenting offerings in innovative ways. Therefore, performance is measured not only for differentiating features, but also delivery. Profiles of the role 10 functions play in developing and delivering service offerings note the extent to which each is affected by the contingency of radicalness. As detailed below the engagement by some functions enhances performance even more so under the condition of radicalness, and affects delivery as well as differentiation performance.

Keywords: Innovation; Product Development; Business Model Innovation (search for similar items in EconPapers)
Date: 2016
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