Ethnography in service innovation

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http://hdl.handle.net/10138/159304

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Pura , M & Koskull von , C 2015 , ' Ethnography in service innovation : a multi angle lens through human, machine and virtual observation modes ' in Innovation and growth strategies in marketing : ANZMAC 2015 proceedings .

Title: Ethnography in service innovation;
a multi angle lens through human, machine and virtual observation modes
Author: Pura, Minna; Koskull von, Catharina
Contributor: Hanken School of Economics, CERS - Centre for Relationship Marketing and Service Management, Helsinki
Hanken School of Economics, CERS - Centre for Relationship Marketing and Service Management, Helsinki
Date: 2015-12-02
Language: eng
Belongs to series: Innovation and growth strategies in marketing ANZMAC 2015 proceedings
URI: http://hdl.handle.net/10138/159304
Peer reviewed: Yes
Abstract: This paper draws on a series of ethnographic studies conducted in different service industries and illustrates how different types of observation can be utilized in service innovation projects. We compare traditional ways of observing organizations with novel methods such as chat based team collaboration tools that enable cost effective observation 24/7 even in geographically dispersed locations. We identify benefits and challenges with each observation mode for service innovation research in particular, but also for reflective research practice and field research in general. The strengths as well as the weaknesses of applying different modes of observations will be addressed and suggestions for useful mode(s) for radical and incremental innovations will be presented.
Subject: 512 Business and Management
ethnography
chat
digital
service
team
innovation
KOTA2015?
JuFo_0
71818
71818
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