Title: Service Innovation Architecture:
The
3v3d Approach
Abstract: A new concept of
service
innovation is proposed in this paper. Strategic alliance among service
firms would not concern the capital assets and thus derive
the sunk cost because of the intangibility of service. Hence, service
innovation originated
from the dynamic alliance among firms. Before that, firms have to set
their service
element according to their competence in order to bargain with others.
3V3D-model
provides
an integrative perspective to develop their competence according to
their
orientation of position. 3V refers to value proposition, value
deployment, and value
appropriation. It gives an aspect of value system from industrial level
to
assist firms to find their position, and define the network
relationship
in the industries, then show them how to search their resources from
the
network. 3D indicates service design, service development, and service
delivery.
It provides a service system from business level to show the
implemental
process of service innovation. Anyhow, 3V3D-model leads a completed
program
for business from both industrial and firm level to implement service
innovation.
Author: Yiche
Grace
Chen