Innovation & Entrepreneurship in the Service Sector (IFLV6525)
Course unit code
Level of course unit
Year of study
Semester when the course unit is delivered
Number of ECTS credits allocated
Name of lecturer(s)
Magnini Vincent, PhD
Learning outcomes of the course unit
Within the context of entrepreneurial firms, the overarching purpose of this course is to improve students’ ability to generate and implement innovative concepts within service sector industries to enhance competitiveness. More specifically, the objectives are to apply innovation to: 1) the customer interfaces; 2) the internal dynamics within the firm that influence innovation; and 3) the external marketing activities.
Mode of delivery
Recommended optional program components
Fostering cultures in entrepreneurial firms in which a steady stream of innovative ideas is generated, implemented, and evaluated using the following framework: Interactional marketing: This course addresses how to apply such innovative concepts in the area of customer interface through service design, script deviation, and atmospherics. Internal marketing: The culture of innovation should be throughout the entrepreneurial firm; therefore, internal dynamics of team performance and motivation are examined. External marketing: Because all entrepreneurial firms must entice potential customers to try their offerings, innovative practices in social media and guerilla marketing are also covered.
All of the above concepts will be taught using a blend of theory and practice. That is, academic research will anchor innovative strategies and tactics.
Recommended or required reading
Anning-Dorson, T., Hinson, R. E., Amidu, M., & Nyamekye, M. B. (2018). Enhancing service firm performance through customer involvement capability and innovativeness. Management Research Review, 41(11), 1271-1289.
Barrett, M., Davidson, E., Prabhu, J., & Vargo, S. L. (2015). Service innovation in the digital age: key contributions and future directions. MIS quarterly, 39(1), 135-154.
Biswas, D., Szocs, C., Chacko, R., & Wansink, B. (2017). Shining light on atmospherics: How ambient light influences food choices. Journal of Marketing Research, 54(1), 111-123.
Magnini, V. P., Crotts, J. C., & Zehrer, A. (2011). Understanding customer delight: An application of travel blog analysis. Journal of Travel Research, 50(5), 535-545.
Salunke, S., Weerawardena, J., & McColl-Kennedy, J. R. (2013). Competing through service innovation: The role of bricolage and entrepreneurship in project-oriented firms. Journal of Business Research, 66(8), 1085-1097.
Vilaplana, A., & Yamanaka, T. (2015). Effect of Smell in Space Perception. International Journal of Affective Engineering, 14(3), 175-182.
Vink, J., Edvardsson, B., Wetter-Edman, K., & Tronvoll, B. (2019). Reshaping mental models-enabling innovation through service design. Journal of Service Management, 30(1), 75-104.
Wetter-Edman, K., Vink, J., & Blomkvist, J. (2018). Staging aesthetic disruption through design methods for service innovation. Design Studies, 55, 5-26.
Witell, L., Snyder, H., Gustafsson, A., Fombelle, P., & Kristensson, P. (2016). Defining service innovation: A review and synthesis. Journal of Business Research, 69(8), 2863-2872.
Witell, L., Gebauer, H., Jaakkola, E., Hammedi, W., Patricio, L., & Perks, H. (2017). A bricolage perspective on service innovation. Journal of Business Research, 79, 290-298.
Planned learning activities and teaching methods
The course comprises an interactive mix of lectures, discussions and individual and group work.