A study on “How Turkish Telecommunication Companies Differentiate Customer Integration Methods for Radical and Incremental Service Innovations”

Mercan, Hikmet Baris (2013) A study on “How Turkish Telecommunication Companies Differentiate Customer Integration Methods for Radical and Incremental Service Innovations”. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Innovation is wıdely accepted as a source of sustainable growth and competitive advantage in the literature. In last decades, competition has become more intense due to the new technologies, globalisation of markets and more demanding customers. Hence, being innovative ıs a one of the top priorities for the companies. However, relying solely on the research and development department and company personnel’s ability to innovate in other department has become out-dated. In the innovation literature, it is suggested that companies need to create collaborative relationships with their customers through integrating customers in their product and service innovation development process in order to increase their innovation capabilities by identifying current and future needs of the customers. Even though many studies have been done for customer integration into the companies’ development process, much of the focus is on tangible products. Thus, subject remains limited for the service sector.

The presented study, aims to identify service innovation development process of 3 Turkish telecommunication companies and discover customer integration methods and finally, understand how the companies use different methods for radical and incremental innovation. The data is collected from 3 Turkish telecommunication companies by conducting 7 interviews. The findings revealed that customer integration has an important part in companies’ development processes. However, customer integration mainly occurs in idea generation, concept testing and final testing before launch. Even though some sophisticated customer integration methods are identified within the companies, traditional market research methods dominate the process. The companies generally prefer same methods for incremental and radical service innovation. However, little variations occur during the application based on the purpose. Finally, the findings presented in the current study, customers’ contribution remains limited mostly with incremental service innovation, while radical innovation mainly depends on the ability of the companies’ personnel to interpret customer insights.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 07 Mar 2014 16:18
Last Modified: 15 Sep 2016 09:00
URI: http://eprints.nottingham.ac.uk/id/eprint/26650

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