A Proposal for a Standard With Innovation Management System

Service Design Systems Driven Innovation Approach for
Total Innovation Management
Mohammed AlSudairi and TGK Vasista
King Saud University, Riyadh, Saudi Arabia
mas@ksu.edu.sa
tgkvasista@gmail.com/gtatapudi@ksu.edu.sa
Abstract: The increasing innovation potential of integrating distinct disciplines has a considerable impact on the
innovation process. This development affects the way in which technology management and technology
intelligence should be carried out. As a consequence, the integration of external information sources becomes
important. This raises a question of how technology intelligence network comprising external information sources
should be designed. One of the solutions propounded by economists is the capability of producing a standard
equilibrium model. Our effort will be to address this unique challenge of achieving equilibrium through proposed
total service innovation model. The New Growth theory asserts that the power of ideas is an unlimited resource in
economic activity. The Architectural Innovation is broad enough to include service innovation. Thus it is a form of
Total Innovation Management Methodology to introduce the workings of the best practitioners. The effort of this
paper presents a methodological approach to achieve Total Service Innovation Management.
Keywords: service blueprint, service design systems management methodology, service innovation, service
innovation integration, total service innovation management
1. Introduction
The contribution of market orientation to new product/service performance has been examined by a
number of academics under Open Innovation (Schuh et al. 2008), which include direct and indirect
contribution. It means market oriented firms are inclined to produce service innovation first, which in
turn leads to new service performance (Cheng and Krumwiede 2012).
Though regulatory and market barriers exist, General Agreement on Trade in Services (GATS)
highlights that service activities will soon become the most interesting part of the world trade. Service
Providers therefore can start benefiting from economy of scale opening up toward international trade,
thus leading to the emergence of first examples of global-scale service companies (Maffei, Mager and
Sangiorgi 2005). Thus service can become the major driving force within the contemporary economy.
The four key areas of practice contributing to service innovation are: (1) Technology (2) Customers (3)
Organisations and (4) Networks (Furseth, Cuthbertson and Reynolds 2010).
The idea to develop Total Service Innovation Management was inspired by the thoughts of systems,
economic theories, web services environment and observations from some leading companies such
as Microsoft, IBM, Oracle and HP etc. The Total Innovation Management (Xu et. al. 2007) paradigm
was developed and popularized by Institute of Management Science & Strategy of Zhejiang University
and a group of scholars in American advisory company of Stanford University (Zaipul).
Despite the dominance of services in modern economies, and their rapid growth worldwide, little
attention is being paid to produce the unique challenge of management of obtaining the integrated
view on the service chain with total service innovation management capability of handling idea to
service intelligence. So our effort is to keep the customer as the centre of innovation, an indicator for
service improvement and an ideal litmus test for the suitability of a new design.
2. Research questions
Our research is targeted at two basic questions:
� How transformation of traditional economies can be facilitated into the knowledge-based service
economies, and
� How a blue-print of theoretical model and underlying theories that supports the theoretical
framework for service innovation can be designed.
3. Purpose
Globalisation and new business models are required to be designed to breakdown traditional
enterprise boundaries. It is required to close the gap between public and private service standards
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