Edited by Jon Sundbo and Marja Toivonen
Chapter 4: Extended Value Chain Innovation: An Actor Network Theory Approach to Innovation at the Interface between the Service and Other Economic Sectors
4. Extended value chain innovation: an actor network theory approach to innovation at the interface between the service and other economic sectors Jon Sundbo INTRODUCTION Aim of the Chapter 1 1.1 This chapter presents a user-based model of and for service innovation called ‘extended value chain innovation’. The model is the unexpected outcome of an experimental project that had the purpose of developing innovations in service firms. ‘Extended value chain’ means that more actors than representatives of the linear production line of the supply chain are represented; examples include newspapers or other communication units or knowledge institutions. The experiment was unsuccessful, but we observed a new form of social behaviour – a new way of thinking and organizing innovation activities. We saw a way of organizing innovation activities within services that could make service innovation generally more efficient and beneficial for firms. The experiment’s development into the new way of organizing innovation activities combined service activities, material goods and experience elements (cf. Pine and Gilmore, 1999; Sundbo and Darmer, 2008) and thus broke the limits of what has traditionally been called services. This study is an example of how the borders between service, manufacturing and even experience are blurring. Consequently we formalized our observation into a prescriptive model which can be used as a tool for the development of innovations that cross the borderlines between services, goods, raw material and experience. We repeated the course of the first experiment with the intention of seeing if the model was successful in other...
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