Customer-centric service innovation in health care: findings from a case study
DOI:
https://doi.org/10.7433/s104.2017.08Keywords:
service innovation, healthcare, service ecosystem, value co-creation, patient engagementAbstract
Purpose of the paper: Embracing a service based approach, the present study is aimed at investigating the development of a patient-centred service innovation and its rising in the actors’ value networks.
Methodology: A qualitative analysis based on an extreme case study has been performed. The investigation delved on a leading company offering specialized solutions for the treatment of chronic kidney diseases.
Findings: The study shed lights on those factors (e.g. resource openness, resource sharing, resource recombination and institutions generation) that stimulate patients’ disposition to identify co-creation opportunities, which effects span from micro, to meso and macro level.
Service innovation spreads its outcomes both for the involved actors and for the well-being of the whole health care service ecosystem.
Research limits: This paper was limited by the analysis of a single health care provider, which did not allow the generalizability of findings. Further research is needed to better understand this intriguing topic, in order to grasp the relationship between actor engagement and service innovation.
Practical implications: The logic underling this study highlighted the importance that patient engagement has at different ecosystem levels and its influence on the resource integration at the roots of service innovation. The understanding of these practices will support health care managers in finding new ways to engage patients in the improvement of personal and collective health services.
Originality of the paper: This work represents one of the first attempts to theoretically and empirically conceptualize health innovation embracing a service ecosystem perspective.
References
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BAXTER P., JACK S. (2008), “Qualitative case study methodology: Study design and implementation for novice researchers”, The Qualitative Report, vol. 13, n. 4, pp. 544-559.
BEIRÃO G., BEIRÃO G., PATRÍCIO L., PATRÍCIO L., FISK R.P., FISK R.P. (2017), “Value cocreation in service ecosystems: Investigating health care at the micro, meso, and macro levels”, Journal of Service Management, vol. 28, n. 2, pp. 227-249.
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BRODIE R.J., SAREN M., PELS J. (2011), “Theorizing about the service dominant logic: the bridging role of middle range theory”, Marketing Theory, vol. 11, n. 1, pp. 75-91.
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GUMMESSON E., MELE C. (2010), “Marketing as value co-creation through network interaction and resource integration”, Journal of Business Market Management, vol. 4, n. 4, pp. 181-198.
HODGSON G.M. (2006), “What are institutions?”, Journal of Economic Issues, vol. 40, n. 1, pp. 1-25.
JAAKKOLA E., HAKANEN T. (2013), “Value co-creation in solution networks”, Industrial Marketing Management, vol. 42, n. 1, pp. 47-58.
JOINER K.A., LUSCH R.F. (2016), “Evolving to a new service-dominant logic for health care”, Innovation and Entrepreneurship in Health, vol. 3, n. 3, pp. 25-33.
KARNIOUCHINA E., VICTORINO L., VERMA R. (2014), “Product and service innovation: ideas for future cross‐disciplinary research”, Journal of Product Innovation Management, vol. 23, n. 3. pp. 274-280.
KENETT R., LAVI Y. (2014), “Integrated management principles and their application to healthcare systems”, Sinergie, n. 93, pp. 213-239.
LAPPALAINEN I., KALLIO K., TOIVONEN M. (2012), “Facilitating service development in a multiagent environment: Different roles of consultancy” in Spohrer J.C., Freund L.E. (Eds.), Advances in the human side of service engineering, CRC Press, Boca Raton, FL, pp. 276-285.
LUSCH R.F., NAMBISAN S. (2015), “Service innovation: A service-dominant logic perspective”, Mis Quarterly, vol. 39, n. 1, pp.155-176.
LUSCH R.F., VARGO S.L. (2006), “Service-dominant logic: reactions, reflections and refinements”, Marketing Theory, vol. 6, n. 3, pp. 281-288.
LUSCH R.F., VARGO S.L., GUSTAFSSON A. (2016), “Fostering a trans-disciplinary perspectives of service ecosystems”, Journal of Business Research, vol. 69, n. 8, pp. 2957-2963.
LUSCH R.F., VARGO S.L., TANNIRU M. (2010), “Service, value networks and learning”, Journal of the Academy of Marketing Science, vol. 38, n. 1, pp. 19-31.
MAGLIO P.P., VARGO S.L., CASWELL N., SPOHRER J. (2009), “The service system is the basic abstraction of service science”, Information Systems and e-business Management, vol. 7, n. 4, pp. 395-406.
MCCOLL-KENNEDY J.R., VARGO S.L., DAGGER T.S., SWEENEY J.C., KASTEREN Y.V. (2012), “Health care customer value cocreation practice styles”, Journal of Service Research, vol. 15, n. 4, pp. 370-389.
MELE C., COLURCIO M., RUSSO-SPENA T. (2014), “Research traditions of innovation: Goods-dominant logic, the resource-based approach, and service-dominant logic”, Managing Service Quality, vol. 24, n. 6, pp. 612-642.
MICHEL S., BROWN S.W., GALLAN A.S. (2008), “An expanded and strategic view of discontinuous innovations: deploying a service-dominant logic”, Journal of the Academy of Marketing Science, vol. 36, n. 1, pp 54-66.
NAMBISAN P., NAMBISAN S. (2009), “Models of consumer value cocreation in health care”, Health Care Management Review, vol. 34, n. 4, pp. 344-354.
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NORMANN R. (2001), Reframing business: When the map changes the landscape, John Wiley & Sons, Hoboken, NJ.
ORDANIN A., PARASURAMAN A. (2011), “Service innovation viewed through a service-dominant logic lens: a conceptual framework and empirical analysis”, Journal of Service Research, vol. 14, n. 1, pp. 3-23.
OSEI-FRIMPONG K., WILSON A., OWUSU-FRIMPONG N. (2015), “Service experiences and dyadic value co-creation in healthcare service delivery: a CIT approach”, Journal of Service Theory and Practice, vol. 25, n. 4, pp. 443-462.
PALUMBO R., ADINOLFI P., ANNARUMMA C., MUSELLA M. (2016), “The Special Information Needs of Low Health Literate Patients. Exploratory Insights from an Italian Survey”, presented at XXVIII Sinergie Annual Conference Referred Electronic Conference Proceeding Management in a Digital World. Decisions, Production, Communication, 9-10 June 2016 - University of Udine (Italy).
PINHO N., BEIRAO G., PATRÍCIO L.P., FISK R. (2014), “Understanding value co-creation in complex services with many actors”, Journal of Service Management, vol. 25, n. 4, pp. 470-493.
PRAHALAD C.K., RAMASWAMY V. (2004), “Co-creation experiences: The next practice in value creation”, Journal of Interactive Marketing, vol. 18, n. 3, pp. 5-14.
RUBALCABA L., MICHEL S., SUNDBO J., BROWN S.W., REYNOSO J. (2012), “Shaping, organizing, and rethinking service innovation: a multidimensional framework”, Journal of Service Management, vol. 23, n. 5, pp. 696-715.
STORBACKA K., BRODIE R.J., BÖHMANN T., MAGLIO P.P., NENONEN S. (2016), “Actor engagement as a microfoundation for value co-creation”, Journal of Business Research, vol. 69, n. 8, pp. 3008-3017.
STORBACKA K., FROW P., NENONEN S., PAYNE A. (2012), “Designing business models for value co-creation”, in Special Issue-Toward a Better Understanding of the Role of Value in Markets and Marketing, Emerald Group Publishing Limited, pp. 51-78.
STURMBERG J.P., O'HALLORAN D.M., MARTIN C.M. (2012), “Understanding health system reform-a complex adaptive systems perspective”, Journal of Evaluation in Clinical Practice, vol. 18, n. 1, pp. 202-208.
SUNDBO J., TOIVONEN M. (2011), User-based innovation in services, Edward Elgar Publishing, Cheltenham, UK.
TAILLARD M., PETERS L.D., PELS J., MELE C. (2016), “The role of shared intentions in the emergence of service ecosystems”, Journal of Business Research, vol. 69, n. 8, pp. 2972-2980.
UGOLINI M., ROSSATO C., BACCARANI C. (2014), “A five-senses perspective to quality in hospitals”, The TQM Journal, vol. 26, n. 3, pp. 284-299.
VARGO S.L., AKAKA M.A. (2012), “Value cocreation and service systems (re) formation: A service ecosystems view”, Service Science, vol. 4, n. 3, pp. 207-217.
VARGO S.L., LUSCH R.F. (2008), “Service-dominant logic: continuing the evolution”, Journal of the Academy of marketing Science, vol. 36, n. 1, pp. 1-10.
VARGO S.L., LUSCH R.F. (2011), “It's all B2B… and beyond: Toward a systems perspective of the market”, Industrial Marketing Management, vol. 40, n. 2, pp. 181-187.
VARGO S.L., LUSCH R.F. (2016), “Institutions and axioms: an extension and update of service-dominant logic”, Journal of the Academy of Marketing Science, vol. 44, n. 1, pp. 5-23.
VARGO S.L., LUSCH R.F. (2017), “Service-dominant logic 2025”, International Journal of Research in Marketing, vol. 34, n. 1, pp. 46-67.
VARGO S.L., MAGLIO P.P., AKAKA M.A. (2008), “On value and value co-creation: A service systems and service logic perspective”, European Management Journal, vol. 26, n. 3, pp. 145-152.
VARGO S.L., WIELAND H., AKAKA M.A. (2015), “Innovation through institutionalization: A service ecosystems perspective”, Industrial Marketing Management, vol. 44, January 2015, pp. 63-72.
VARGO S.L., WIELAND H., AKAKA M.A. (2016), “Innovation in Service Ecosystems”, Invited Paper Journal of Serviceology, vol. 1, n. 1, pp. 1-5.
VARGO J.J., NIKLEWSKI P.J., WILLIAMS J.L., MARTIN J.F., FAIGEL D.O. (2017), “A systems perspective on markets-Toward a research agenda”, Journal of Business Research, vol. 79, October 2017, pp. 260-268.
VON HIPPEL E. (2007), “Horizontal innovation networks-by and for users”, Industrial and Corporate Change, vol. 16, n. 2, pp. 293-315.
WIELAND H., POLESE F., VARGO S., LUSCH R. (2012), “Toward a Service (Eco)Systems Perspective on Value Creation”, International Journal of Service Science, Management, Engineering and Technology, vol. 3, Jul-Sep., n. 3, pp. 12-24.
WITELL L., ANDERSON L., BRODIE R.J., COLURCIO M., EDVARDSSON B., KRISTENSSON P., WALLIN ANDREASSEN T. (2015), “Exploring dualities of service innovation: implications for service research”, Journal of Services Marketing, vol. 29, n. 6/7, pp. 436-441.
YIN R.K. (2003), Case study research: design and methods, Applied social research methods series, Sage Publications, Thousand Oaks, CA.
AKAKA M.A., VARGO S.L., WIELAND H. (2017), “Extending the Context of Innovation: The Co-creation and Institutionalization of Technology and Markets”, in Innovating in Practice, Springer International Publishing, London, pp. 43-57.
BACCARANI C., CASSIA F. (2017), “Evaluating the outcomes of service ecosystems: The interplay between ecosystem well-being and customer well-being”, The TQM Journal, vol. 29, n. 6, pp. 834-846.
BARCZAK G. (2012), “The future of NPD/innovation research”, Journal of Product Innovation Management, vol. 29, n. 3, pp. 355-357.
BARILE S., POLESE F., SAVIANO M., CARRUBBO L. (2017), “Service Innovation in Translational Medicine” in Innovating in Practice, Springer International Publishing, London, pp. 417-438.
BARILE S., SAVIANO M., POLESE F. (2014), “Information asymmetry and co-creation in health care services”, Australasian Marketing Journal, vol. 22, n. 3, pp. 205-217.
BARILE S., LUSCH R., REYNOSO J., SAVIANO M., SPOHRER J. (2016), “Systems, networks, and ecosystems in service research”, Journal of Service Management, vol. 27, n. 4, pp. 652-674.
BAXTER P., JACK S. (2008), “Qualitative case study methodology: Study design and implementation for novice researchers”, The Qualitative Report, vol. 13, n. 4, pp. 544-559.
BEIRÃO G., BEIRÃO G., PATRÍCIO L., PATRÍCIO L., FISK R.P., FISK R.P. (2017), “Value cocreation in service ecosystems: Investigating health care at the micro, meso, and macro levels”, Journal of Service Management, vol. 28, n. 2, pp. 227-249.
BENZEIN E.G., HAGBERG M., SAVEMAN B.I. (2008), “Being appropriately unusual’: a challenge for nurses in health‐promoting conversations with families”, Nursing Inquiry, vol. 15, n. 2, pp. 106-115.
BERGESON S.C., DEAN J.D. (2006), “A systems approach to patient-centered care”, Jama, vol. 296, n. 23, pp. 2848-2851.
BRODIE R.J., SAREN M., PELS J. (2011), “Theorizing about the service dominant logic: the bridging role of middle range theory”, Marketing Theory, vol. 11, n. 1, pp. 75-91.
CANTÙ C., TZANNIS A. (2016), “The service innovation in healthcare network”, Mercati e Competitività, n. 4, pp. 109-130.
CARLBORG P., KINDSTRÖM D., KOWALKOWSKI C. (2014), “The evolution of service innovation research: a critical review and synthesis”, The Service Industries Journal, vol. 34, n. 5, pp. 373-398.
CHANDLER J.D., VARGO S.L. (2011), “Contextualization and value-in-context: How context frames exchange”, Marketing Theory, vol. 11, n. 1, pp. 35-49.
CHESBROUGH, H. W. (2011), “Bringing open innovation to services”, MIT Sloan Management Review, vol. 52, n. 2, p. 85.
CORRIGAN P.O. (2011), “Personalized medicine in a consumer age”, Current Pharmacogenomics and Personalized Medicine (Formerly Current Pharmacogenomics), vol. 9, n. 3, pp. 168-176.
COULTER A. (2012), “Patient engagement-what works?”, The Journal of Ambulatory Care Management, vol. 35, n. 2, pp. 80-89.
DUL J., HAK T. (2008), Case Study Methodology in Business Research, Elsevier, Burlington, MA.
EDVARDSSON B., TRONVOLL B., GRUBER T. (2011), “Expanding understanding of service exchange and value co-creation: a social construction approach”, Journal of the Academy of Marketing Science, vol. 39, n. 2, pp. 327-339.
EISENHARDT K.M. (1989), “Agency theory: An assessment and review”, Academy of Management Review, vol. 14, n. 1, pp. 57-74.
FISHER D., SMITH S. (2011), “Cocreation is chaotic: What it means for marketing when no one has control”, Marketing Theory, vol. 11, n. 3, pp. 325-350.
FROW P., MCCOLL-KENNEDY J.R., PAYNE A. (2016), “Co-creation practices: Their role in shaping a health care ecosystem”, Industrial Marketing Management, vol. 56, 2016, pp. 24-39.
FROW P., MCCOLL-KENNEDY J.R., HILTON T., DAVIDSON A., PAYNE A., BROZOVIC D. (2014), “Value propositions: A service ecosystems perspective”, Marketing Theory, vol. 14, n. 3, pp. 327-351.
GALLOUJ F., WINDRUM P. (2009), “Services and services innovation”, Journal of Evolutionary Economics, vol. 19, n. 2, pp. 141-148.
GUMMESSON E. (2006), “Qualitative research in management: addressing complexity, context and persona”, Management Decision, vol. 44, n. 2, pp. 167-179.
GUMMESSON E., MELE C. (2010), “Marketing as value co-creation through network interaction and resource integration”, Journal of Business Market Management, vol. 4, n. 4, pp. 181-198.
HODGSON G.M. (2006), “What are institutions?”, Journal of Economic Issues, vol. 40, n. 1, pp. 1-25.
JAAKKOLA E., HAKANEN T. (2013), “Value co-creation in solution networks”, Industrial Marketing Management, vol. 42, n. 1, pp. 47-58.
JOINER K.A., LUSCH R.F. (2016), “Evolving to a new service-dominant logic for health care”, Innovation and Entrepreneurship in Health, vol. 3, n. 3, pp. 25-33.
KARNIOUCHINA E., VICTORINO L., VERMA R. (2014), “Product and service innovation: ideas for future cross‐disciplinary research”, Journal of Product Innovation Management, vol. 23, n. 3. pp. 274-280.
KENETT R., LAVI Y. (2014), “Integrated management principles and their application to healthcare systems”, Sinergie, n. 93, pp. 213-239.
LAPPALAINEN I., KALLIO K., TOIVONEN M. (2012), “Facilitating service development in a multiagent environment: Different roles of consultancy” in Spohrer J.C., Freund L.E. (Eds.), Advances in the human side of service engineering, CRC Press, Boca Raton, FL, pp. 276-285.
LUSCH R.F., NAMBISAN S. (2015), “Service innovation: A service-dominant logic perspective”, Mis Quarterly, vol. 39, n. 1, pp.155-176.
LUSCH R.F., VARGO S.L. (2006), “Service-dominant logic: reactions, reflections and refinements”, Marketing Theory, vol. 6, n. 3, pp. 281-288.
LUSCH R.F., VARGO S.L., GUSTAFSSON A. (2016), “Fostering a trans-disciplinary perspectives of service ecosystems”, Journal of Business Research, vol. 69, n. 8, pp. 2957-2963.
LUSCH R.F., VARGO S.L., TANNIRU M. (2010), “Service, value networks and learning”, Journal of the Academy of Marketing Science, vol. 38, n. 1, pp. 19-31.
MAGLIO P.P., VARGO S.L., CASWELL N., SPOHRER J. (2009), “The service system is the basic abstraction of service science”, Information Systems and e-business Management, vol. 7, n. 4, pp. 395-406.
MCCOLL-KENNEDY J.R., VARGO S.L., DAGGER T.S., SWEENEY J.C., KASTEREN Y.V. (2012), “Health care customer value cocreation practice styles”, Journal of Service Research, vol. 15, n. 4, pp. 370-389.
MELE C., COLURCIO M., RUSSO-SPENA T. (2014), “Research traditions of innovation: Goods-dominant logic, the resource-based approach, and service-dominant logic”, Managing Service Quality, vol. 24, n. 6, pp. 612-642.
MICHEL S., BROWN S.W., GALLAN A.S. (2008), “An expanded and strategic view of discontinuous innovations: deploying a service-dominant logic”, Journal of the Academy of Marketing Science, vol. 36, n. 1, pp 54-66.
NAMBISAN P., NAMBISAN S. (2009), “Models of consumer value cocreation in health care”, Health Care Management Review, vol. 34, n. 4, pp. 344-354.
NEWMAN W.L. (2000), Social Research Methods, Allyn & Bacon, London.
NORMANN R. (2001), Reframing business: When the map changes the landscape, John Wiley & Sons, Hoboken, NJ.
ORDANIN A., PARASURAMAN A. (2011), “Service innovation viewed through a service-dominant logic lens: a conceptual framework and empirical analysis”, Journal of Service Research, vol. 14, n. 1, pp. 3-23.
OSEI-FRIMPONG K., WILSON A., OWUSU-FRIMPONG N. (2015), “Service experiences and dyadic value co-creation in healthcare service delivery: a CIT approach”, Journal of Service Theory and Practice, vol. 25, n. 4, pp. 443-462.
PALUMBO R., ADINOLFI P., ANNARUMMA C., MUSELLA M. (2016), “The Special Information Needs of Low Health Literate Patients. Exploratory Insights from an Italian Survey”, presented at XXVIII Sinergie Annual Conference Referred Electronic Conference Proceeding Management in a Digital World. Decisions, Production, Communication, 9-10 June 2016 - University of Udine (Italy).
PINHO N., BEIRAO G., PATRÍCIO L.P., FISK R. (2014), “Understanding value co-creation in complex services with many actors”, Journal of Service Management, vol. 25, n. 4, pp. 470-493.
PRAHALAD C.K., RAMASWAMY V. (2004), “Co-creation experiences: The next practice in value creation”, Journal of Interactive Marketing, vol. 18, n. 3, pp. 5-14.
RUBALCABA L., MICHEL S., SUNDBO J., BROWN S.W., REYNOSO J. (2012), “Shaping, organizing, and rethinking service innovation: a multidimensional framework”, Journal of Service Management, vol. 23, n. 5, pp. 696-715.
STORBACKA K., BRODIE R.J., BÖHMANN T., MAGLIO P.P., NENONEN S. (2016), “Actor engagement as a microfoundation for value co-creation”, Journal of Business Research, vol. 69, n. 8, pp. 3008-3017.
STORBACKA K., FROW P., NENONEN S., PAYNE A. (2012), “Designing business models for value co-creation”, in Special Issue-Toward a Better Understanding of the Role of Value in Markets and Marketing, Emerald Group Publishing Limited, pp. 51-78.
STURMBERG J.P., O'HALLORAN D.M., MARTIN C.M. (2012), “Understanding health system reform-a complex adaptive systems perspective”, Journal of Evaluation in Clinical Practice, vol. 18, n. 1, pp. 202-208.
SUNDBO J., TOIVONEN M. (2011), User-based innovation in services, Edward Elgar Publishing, Cheltenham, UK.
TAILLARD M., PETERS L.D., PELS J., MELE C. (2016), “The role of shared intentions in the emergence of service ecosystems”, Journal of Business Research, vol. 69, n. 8, pp. 2972-2980.
UGOLINI M., ROSSATO C., BACCARANI C. (2014), “A five-senses perspective to quality in hospitals”, The TQM Journal, vol. 26, n. 3, pp. 284-299.
VARGO S.L., AKAKA M.A. (2012), “Value cocreation and service systems (re) formation: A service ecosystems view”, Service Science, vol. 4, n. 3, pp. 207-217.
VARGO S.L., LUSCH R.F. (2008), “Service-dominant logic: continuing the evolution”, Journal of the Academy of marketing Science, vol. 36, n. 1, pp. 1-10.
VARGO S.L., LUSCH R.F. (2011), “It's all B2B… and beyond: Toward a systems perspective of the market”, Industrial Marketing Management, vol. 40, n. 2, pp. 181-187.
VARGO S.L., LUSCH R.F. (2016), “Institutions and axioms: an extension and update of service-dominant logic”, Journal of the Academy of Marketing Science, vol. 44, n. 1, pp. 5-23.
VARGO S.L., LUSCH R.F. (2017), “Service-dominant logic 2025”, International Journal of Research in Marketing, vol. 34, n. 1, pp. 46-67.
VARGO S.L., MAGLIO P.P., AKAKA M.A. (2008), “On value and value co-creation: A service systems and service logic perspective”, European Management Journal, vol. 26, n. 3, pp. 145-152.
VARGO S.L., WIELAND H., AKAKA M.A. (2015), “Innovation through institutionalization: A service ecosystems perspective”, Industrial Marketing Management, vol. 44, January 2015, pp. 63-72.
VARGO S.L., WIELAND H., AKAKA M.A. (2016), “Innovation in Service Ecosystems”, Invited Paper Journal of Serviceology, vol. 1, n. 1, pp. 1-5.
VARGO J.J., NIKLEWSKI P.J., WILLIAMS J.L., MARTIN J.F., FAIGEL D.O. (2017), “A systems perspective on markets-Toward a research agenda”, Journal of Business Research, vol. 79, October 2017, pp. 260-268.
VON HIPPEL E. (2007), “Horizontal innovation networks-by and for users”, Industrial and Corporate Change, vol. 16, n. 2, pp. 293-315.
WIELAND H., POLESE F., VARGO S., LUSCH R. (2012), “Toward a Service (Eco)Systems Perspective on Value Creation”, International Journal of Service Science, Management, Engineering and Technology, vol. 3, Jul-Sep., n. 3, pp. 12-24.
WITELL L., ANDERSON L., BRODIE R.J., COLURCIO M., EDVARDSSON B., KRISTENSSON P., WALLIN ANDREASSEN T. (2015), “Exploring dualities of service innovation: implications for service research”, Journal of Services Marketing, vol. 29, n. 6/7, pp. 436-441.
YIN R.K. (2003), Case study research: design and methods, Applied social research methods series, Sage Publications, Thousand Oaks, CA.
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2017-12-28
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