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The identification of new service opportunities: a case-based morphological analysis

Author

Listed:
  • Hakyeon Lee

    (Seoul National University of Science and Technology)

  • Hyunju Seol

    (Chungnam National University)

  • Hyejong Min

    (Seoul National University of Science and Technology)

  • Youngjung Geum

    (Seoul National University of Science and Technology)

Abstract

Typically, firms try to differentiate their products through the integration of innovative services. For this reason, much recent research into new service development has focused on methods of identifying and generating new service ideas. The most prevalent method for generating a new service is a morphological analysis that decomposes a system into several dimensions and values, and then recombines those values to generate new services. Despite the popularity of morphological analysis, how to build morphological matrix has been an area of subjective expert judgment. In this paper, we focused on the possibility to utilize the big data to the morphological analysis to address the subjective morphological building process, by suggesting a case-based morphological analysis. By employing case-based reasoning and network analysis, firms can easily identify direct and indirect clues for the new services and integrate these results to the morphological building processes. To support this approach, this study first employs a case-based reasoning strategy to collect and identify similar services, and then assesses the patterns in those services through network analysis. By engaging in network analysis, firms can identify key aspects of new services, and determine what kinds of keywords or aspects should be employed for the dimensions and values of morphological matrices.

Suggested Citation

  • Hakyeon Lee & Hyunju Seol & Hyejong Min & Youngjung Geum, 2017. "The identification of new service opportunities: a case-based morphological analysis," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 191-206, March.
    • Handle: RePEc:spr:svcbiz:v:11:y:2017:i:1:d:10.1007_s11628-015-0300-3
    DOI: 10.1007/s11628-015-0300-3
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    References listed on IDEAS

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    1. Jieun Kim & Yongtae Park & Chulhyun Kim & Hakyeon Lee, 2014. "Mobile application service networks: Apple’s App Store," Service Business, Springer;Pan-Pacific Business Association, vol. 8(1), pages 1-27, March.
    2. Faïz Gallouj, 1997. "Towards a neo-Schumpeterian theory of innovation in services?," Science and Public Policy, Oxford University Press, vol. 24(6), pages 405-420, December.
    3. Gallouj, Faiz & Weinstein, Olivier, 1997. "Innovation in services," Research Policy, Elsevier, vol. 26(4-5), pages 537-556, December.
    4. van der Aa, Wietze & Elfring, Tom, 2002. "Realizing innovation in services," Scandinavian Journal of Management, Elsevier, vol. 18(2), pages 155-171, June.
    5. Yoon, Byungun & Park, Inchae & Coh, Byoung-youl, 2014. "Exploring technological opportunities by linking technology and products: Application of morphology analysis and text mining," Technological Forecasting and Social Change, Elsevier, vol. 86(C), pages 287-303.
    6. Changyong Lee & Hakyeon Lee, 2015. "Novelty-focussed document mapping to identify new service opportunities," The Service Industries Journal, Taylor & Francis Journals, vol. 35(6), pages 345-361, April.
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    Cited by:

    1. Ha, Sohee & Geum, Youngjung, 2022. "Identifying new innovative services using M&A data: An integrated approach of data-driven morphological analysis," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    2. Young In Koh & Sung H. Han & Junseong Park, 2022. "A systematic process for generating new blockchain-service business model ideas," Service Business, Springer;Pan-Pacific Business Association, vol. 16(1), pages 187-209, March.
    3. Mingyu Park & Youngjung Geum, 2021. "On the data-driven generation of new service idea: integrated approach of morphological analysis and text mining," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 539-561, September.
    4. Tseng-Lung Huang, 2018. "Creating a commercially compelling smart service encounter," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 357-377, June.
    5. Minjun Kim & Silvana Trimi, 2023. "Transforming data into information for smart services: integration of morphological analysis and text mining," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 257-280, March.

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