A Proposal for a Standard With Innovation Management System

Entrepreneurial Learning for Quality and Innovation – a
Study in the Wellness Industry
Yvonne Lagrosen and Stefan Lagrosen
University West, Trollhättan, Sweden
yvonne.lagrosen@hv.se
stefan.lagrosen@hv.se
Abstract: The purpose of the study presented in this paper is to explore the relationship between entrepreneurial
learning, innovation and quality management in the wellness industry. The theoretical framework is based on
theories from quality management, organisational learning and entrepreneurship. An empirical study involving
seven spa-hotels has been carried out. In-depth interviews were conducted with managers of the companies.
The results indicate that innovation in the sector is closely connected to branding and that quality management
largely consists of quality control of existing services. Thus, the connection between quality management and
innovation is weak. Nevertheless, a network exists that might have a possibility of evolving into a learning
network.
Keywords: entrepreneurship, learning, innovation, quality management, wellness
1. Introduction and purpose
Quality management has been developed as an academic field of study during the course of the last
century. Originally mainly focused on manufacturing, the field has come to include services and
service quality has attracted vast amounts of research in recent decades. While it is clear that in the
competitive environment of ever more globalising industries both quality and innovation are critical,
these two phenomena are not always seen as promoting each other. Traditional quality management
might contain contradictory aspects in this regard. On the one hand, there is a strong emphasis on
continuous improvement. On the other hand, the requirements for extensive documentation that
certain quality management approaches (e.g. standards like ISO 9000) requires, have been accused
of hindering change(Curkovic and Handfield, 1996). As a result, quality management is sometimes
seen as more compatible with incremental development than with radical change. Nevertheless, in
dynamic industries ground-breaking innovation may be needed in order to excel.
One way of reconciling innovation and quality management may be through organisational learning.
Innovation and quality management are both related to learning in organisations. The theories of
organisational learning emphasise the value of system thinking which is related to effective quality
management(Hellsten and Klefsjö, 2000; Conti, 2010). In addition, features like team learning,
challenging mental models and personal mastery are connected to the profound creativity which can
lead to far-reaching innovation(Senge, 2006). A similar relationship can be found between
entrepreneurship and quality management. Systematised quality management is rare in
entrepreneurial organisations, probably due to its criticised compatibility with constant
change(Lagrosen and Lagrosen, 2003). Again learning may be necessary. Entrepreneurship is
closely related to innovation since one success strategy of entrepreneurship is to alter the balance of
the market by inventing new products, processes, channels etc. This leads to what is called creative
destruction in that the old order is destroyed in the process that something new and more effective is
created(Schumpeter, 1934). Thus, entrepreneurial learning may be useful. However, the learning
must be profound, leading to altered patterns of thinking rather than just the acquisition of new factual
knowledge. Consequently it should be characterised by profound organisational learning adapted to
entrepreneurial needs.
In order to explore these connections, we are carrying out an empirical study. We have chosen the
wellness industry as our empirical field. This is an industry which is developing rapidly in many parts
of the world. At the same time it is highly dependent on service innovation as new treatments and
other offers are needed to attract customers. Systematised quality management is rarely used but
service quality is more and more in the focus. In addition most companies in the sector are highly
entrepreneurial and driven by committed individuals. Thus, it should be an interesting setting for
studying connections between learning, innovation and quality.
In consequence, the purpose of the study is to explore the relationship between entrepreneurial
learning, innovation and quality management in the wellness industry.
413