ADOPTING/REJECTING SERVICE INNOVATION: A COMMUNICATION ISSUE

Sebastiani, Roberta (ORCID:0000-0001-5004-3859)
Corsaro, Daniela (ORCID:0000-0002-1064-3080)

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Publication date

January 2014

DOI

10.15444/GMC2014.04.02.04

Publisher

Korean Academy of Marketing Science

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

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ADOPTING/REJECTING SERVICE INNOVATION: A COMMUNICATION ISSUE

Abstract

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ADOPTING/REJECTING SERVICE INNOVATION: A COMMUNICATION ISSUE

Abstract

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