Innovating for Success in the Export of Services

A Handbook

image of Innovating for Success in the Export of Services

This handbook on services innovation is an invaluable tool for enhancing export profitability. It approaches innovation as a competitive strategy describing characteristics of services innovation and its relation with cultural variables. It also outlines guidelines for establishing appropriate innovation; explains how to review quality assurance procedures; and clarify customer priorities. Innovating for Success in the Export of Services also reviews the implementation cycle and examines innovation links to export readiness and export success. Practical exercises are included.

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The implementation cycle

Once you have a set of innovative ideas that have been screened to ensure that they are in line withyour corporate positioning strategy, you then need to develop a concept proposal. This proposal deals withthe marketing, operational and financial ramifications of pursuing the idea. Box 21 provides a sampleformat for developing such a proposal. In order to identify all possible impacts on your current servicedelivery system, a cross-functional team should develop and test the concept – i.e. staff with responsibilityfor customer contact and staff with administrative duties.

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