Ethnography in service innovation:  a multi angle lens through human, machine and virtual observation modes

Minna Pura; Catharina Koskull von

Ethnography in service innovation: a multi angle lens through human, machine and virtual observation modes

Minna Pura, Catharina Koskull von

CERS - Centre for Relationship Marketing and Service Management, Helsingfor

Forskningsoutput: Kapitel i bok/rapport/konferenshandling › Konferensbidrag › Vetenskaplig › Peer review

Sammanfattning

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.

Originalspråk	Engelska
Titel på gästpublikation	Innovation and growth strategies in marketing : ANZMAC 2015 proceedings
Utgivningsort	Sydney
Förlag	UNSW Australia Business School
Utgivningsdatum	02.12.2015
Status	Publicerad - 02.12.2015
MoE-publikationstyp	A4 Artikel i en konferenspublikation
Evenemang	ANZMAC - Sydney, Sydney, Australien Varaktighet: 30.11.2015 → 02.12.2015 Konferensnummer: 2015

Publikationsserier

Namn
ISSN (tryckt)	1441-3582

Nyckelord

512 Företagsekonomi

Åtkomst av dokument

2015_ANZMAC_Conference_ProceedingsPublicerad version, 11,8 MB

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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.",

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author = "Minna Pura and {Koskull von}, Catharina",

note = "Full paper finns. Volume: Proceeding volume: ; 2015 Australian and New Zealand Marketing Academy (ANZMAC) Conference, ANZMAC ; Conference date: 30-11-2015 Through 02-12-2015",

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Ethnography in service innovation : a multi angle lens through human, machine and virtual observation modes. / Pura, Minna; Koskull von, Catharina.

Innovation and growth strategies in marketing: ANZMAC 2015 proceedings. Sydney : UNSW Australia Business School, 2015.

Forskningsoutput: Kapitel i bok/rapport/konferenshandling › Konferensbidrag › Vetenskaplig › Peer review

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