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The launch of innovative product-related services: Lessons from automotive telematics

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  • Lenfle, Sylvain
  • Midler, Christophe

Abstract

In the literature on new product development, most existing studies on the end of the design process concentrate on managing ramp-up in the field of manufactured products. This situation poses a problem at a time when our economies increasingly depend upon services and products are more and more related with sophisticated services that provide value for customers and producers. This article examines the management of the final phases of the design process of an innovative product-related service. Our research thus makes three contributions: (1) an analysis of the implementation process shows that the simultaneity of the production and consumption of a service means that three types of learning - technical, sales and uses - take place at the same time. Launch management strategies have thus to be adapted; (2) an analysis of the data collected confirms this difference by bringing to light great contrasts in these different aspects of learning; (3) this led us to identify a field that needs exploration by researchers in product and service innovation: the design of the sales process. Furthermore we underline two scenarios to manage the launch of innovative product-related services.

Suggested Citation

  • Lenfle, Sylvain & Midler, Christophe, 2009. "The launch of innovative product-related services: Lessons from automotive telematics," Research Policy, Elsevier, vol. 38(1), pages 156-169, February.
    • Handle: RePEc:eee:respol:v:38:y:2009:i:1:p:156-169
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    References listed on IDEAS

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    Cited by:

    1. Birch-Jensen, Andrea & Gremyr, Ida & Halldórsson, Árni, 2020. "Digitally connected services: Improvements through customer-initiated feedback," European Management Journal, Elsevier, vol. 38(5), pages 814-825.
    2. Li-Min Chuang & Tsung-Shih Kuo & Guei-Yun Luo, 2020. "The Sustainable Service Innovation Model in the Chain Restaurant Industry: Circular Economy Perspective," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(4), pages 1-1.
    3. Marcus Grieger & André Ludwig, 2019. "On the move towards customer-centric business models in the automotive industry - a conceptual reference framework of shared automotive service systems," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 473-500, September.
    4. Anja Jankovic-Zugic & Nenad Medic & Marko Pavlovic & Tanja Todorovic & Slavko Rakic, 2023. "Servitization 4.0 as a Trigger for Sustainable Business: Evidence from Automotive Digital Supply Chain," Sustainability, MDPI, vol. 15(3), pages 1-13, January.
    5. Chen, Shin-Horng & Wen, Pei-Chang, 2016. "Post Catch-up with Market Cultivation and Product Servicizing: Case of Taiwan's Transportation Equipment Industries," AGI Working Paper Series 2016-16, Asian Growth Research Institute.
    6. Machado Léo, Ricardo & Tello‐Gamarra, Jorge, 2016. "Inovac¸ão em servic¸os: estado da arte e perspectivas futuras [Innovation in services: state of the art and future perspectives]," MPRA Paper 82195, University Library of Munich, Germany, revised 29 Mar 2017.
    7. Terence J. V. Saldanha & Abhishek Kathuria & Jiban Khuntia & Benn R. Konsynski, 2022. "Ghosts in the Machine: How Marketing and Human Capital Investments Enhance Customer Growth When Innovative Services Leverage Self-Service Technologies," Information Systems Research, INFORMS, vol. 33(1), pages 76-109, March.
    8. Jukka Ojasalo & Katri Ojasalo, 2018. "Lean Service Innovation," Service Science, INFORMS, vol. 10(1), pages 25-39, March.
    9. Sylvain Lenfle & Christophe Midler, 2010. "Innovation in Product-Related Services: The Contribution of Design Theory," Chapters, in: Faïz Gallouj & Faridah Djellal (ed.), The Handbook of Innovation and Services, chapter 30, Edward Elgar Publishing.
    10. Wen, Pei-Chang & Chen, Shin-Horng, 2018. "Lessons Learned from Applications of IoT at Social Spheres," AGI Working Paper Series 2018-07, Asian Growth Research Institute.
    11. v. Wangenheim, Florian & Wünderlich, Nancy V. & Schumann, Jan H., 2017. "Renew or cancel? Drivers of customer renewal decisions for IT-based service contracts," Journal of Business Research, Elsevier, vol. 79(C), pages 181-188.

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