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 javascript:void(0);observations will be addressed and suggestions for useful mode(s) for radical and incremental innovations will be presented.
| Original language | English |
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| Title of host publication | Innovation and growth strategies in marketing : ANZMAC 2015 proceedings |
| Place of Publication | Sydney |
| Publisher | UNSW Australia Business School |
| Publication date | 02.12.2015 |
| Publication status | Published - 02.12.2015 |
| MoE publication type | A4 Article in conference proceedings |
| Event | 2015 Australian and New Zealand Marketing Academy (ANZMAC) Conference - Sydney, Sydney, Australia Duration: 30.11.2015 → 02.12.2015 Conference number: 2015 |
Publication series
| Name | |
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| ISSN (Print) | 1441-3582 |
Keywords
- 512 Business and Management
- ethnography
- chat
- digital
- service
- team
- innovation