Publications

Abstract : Telecommunication industry recognizes innovation as an effective business strategy to strive for cost reduction, improve the performance, productivity, and growth. The present article develops a conceptual model and a series of propositions, grounded in past studies for service innovation management of new and existing product developments. It propose the direct and indirect relationship between service innovation management on market performance through the relevancy of market conditions. The organizational culture has been considered as a moderating variable to identify the discriminating factors among telecommunication companies.The productive/unproductive innovative projects and services are considered as the final outcome. Further, for new product developments, the conceptual model proposes two antecedents namely value co-creation and innovation value chain. The model will facilitate the business managers to recognize the existing and new product development process through a different perspective of innovation management. The managers will be able to realize the market conditions and ways of consumer interaction for innovation management. The proposed model may be viewed as a guide to the telecommunication industry and may be customized to invoke an innovation process and success more effectively.