Quand innovation de service rime avec stratégie de rupture: vers une proposition renouvelée de valeur en B to B

Patricia Coutelle-Brillet (), Véronique Des Garets () and Arnaud Riviere ()
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Patricia Coutelle-Brillet: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Véronique Des Garets: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Arnaud Riviere: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours

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Abstract: Facing the increased consumption of industrial services, service innovation can be an appropriate answer for the firms. However, in a highly competitive and volatile environment, it is important to consider the ability of these services innovations to create a rupturing strategy for B to B market. Therefore the relevance of an alternative value proposal is examined. A qualitative study was carried out to analyze the different sources of value for a new inter-organizational service. Beyond the expected economic and utilitarian values, other forms of value were identified. These results lead to propose a framework to analyze the perceived value of a new service in a B to B context which distinguishes, according to people concerned by the innovation, various facets of the perceived value and so, various potential sources of rupture. At the same time, the consequences of such a renewed value proposal are evaluated on the value chain of the company.

Date: 2012
Note: View the original document on HAL open archive server: https://hal.science/hal-01737628v1
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Published in Gestion 2000, 2012

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