| Innovation is the basic power and the eternal theme of human progress. Service innovation is the strong impetus of promoting the rapidly development of service industry, and an emerging branch of innovation theory research. Service innovation research has become a new hot issue in the innovation study because of the importance of national economic development. Nowadays the era of Internet brings new changes for the service innovation, and puts forward a higher requirement for service innovation development. As a new type of innovation, radical innovation has attracted more and more attention from academic circles and industry insiders in recent years. It is urgent and necessary for service enterprises to develop radical service innovation to realize the constant breakthroughs and development, and also achieve efficient economic profits growth.Although the scholars in the field of service innovation earlier have proposed the difference between incremental service innovation and radical service innovation, the indepth excavation and research have not been proceeded. On one hand radical service innovation demands a higher requirement of information technology. The emergence of information technology and Internet new situation have promoted the development of radical service innovation, and radical service innovation has become the hot spot and focus of study. On the other hand, radical service innovation has a high failure rate because of high risks and high uncertainty, coupled with less innovation achievements relatively, all leading to a lower adoptability. So radical service innovation is still at the exploratory stage at present. Since the theory of service dominant logic has been put forward, value co-creation has become an important core of service innovation implementation. Compared with the difference between radical service innovation and incremental service innovation, the period of innovation process and cycle from development to achievement in incremental service innovation is relatively short, while radical service innovation can make the full use of different resources, get the support from information technology to realize the restructuring, transformation and upgrading of service enterprises. So the process of value co-creation is relatively complicated, but also has a higher value. So how service-oriented enterprise can realize the value co-creation, the co-creation process is still as mysterious as black boxes. This is a valuable research issues.Based on these two aspects of social background and theoretical background, this study focus on the reality of radical service innovation from the perspective of value co-creation, and mainly solve two problems: one is the definition of radical service innovation, explore the typical cases of radical service innovation under the environment of Internet, and build radical service innovation value co-creation basic theory. The second is to analyze the radical service co-creation implementation mechanisms, further explore the co-creation process of radical service innovation from the perspective of the enterprises and customers interaction, revealing profound mystery of radical service innovation value co-creation. In order to smoothly solving these problems, this study makes the following work based on the above analysis:(1) To define the concept of radical service innovation. By analyzing the literature of radical service innovation definition, and combining the value co-creation, knowledge management and other related with the actual investigation, refined the concept of service innovation under Internet+ situation through theory deduction as the theoretical basis of this study.(2) Based on the concept of radical service innovation, this study discriminate and discuss several confused concept of radical service innovation, point out the differences and relations among incremental service innovation, radical technology innovation and disruptive innovation to avoid the confusion between the domestic and overseas.(3) To explore typical cases of radical service innovation under Internet, and make a deep analysis to value co-creation process. From the actual angle to explore the implementation procedure of value co-creation and analyze radical service innovation in specific service industry, which providing several actual cases and practical significance.(4) On the basis of the typical case analysis, this study builds the implementation mechanism of radical service innovation value co-creation through the qualitative coding analysis, analyze the win-win value issue from the angle of value creating. This is the base and starting point for studying the interaction of the enterprises and the customers which can realize the value co-creation, and also the issue which this study focuses on and certificate.(5) Based on the radical service innovation definition and value co-creation implementation mechanism analysis, detailed analyses have been made around the theme of value co-creation proceeding with the main innovation subject—the interaction between enterprises and customers. In other words, to find out how to promote radical service innovation value co-creation through exploring the interaction between enterprises and customer. According to the sample data to verify the effectiveness and reasonability of data reliability and validity, and build radical service innovation value co-creation model to provide relevant basis and support for studying enterprise value and customer value.(6) To put forward relevant strategies and suggestions to radical service innovation value co-creation in service-oriented enterprises on the basis of above research. In order to better promoting the development of the service innovation and realizing eventually value creation, this study provides some constructive suggestion for academia and industry.The conclusions of this paper are stated following based on detailed research above:(1) The definition and connotation of radical service innovation. Based on the service dominant logic and value co-creation related theory, this study concludes the definition of radical service innovation as followed: Radical innovation changes of service field in service-oriented enterprises, which closely connected with the development of Internet and information technology, and through the form of breakthrough technology innovation and product innovation. It brings the impact and disruptive effects to traditional service enterprises. The emergence of radical service innovation tends to change the rules of the market and competition situation, create a whole new industries and even lead to the industry reshuffle. Through literature and theoretical deduction, radical service innovation can be easily happened and have prominent performance in the Internet industry, so based on the definition this study focuses on the research scope on service-oriented enterprises in internet industry, and through several related typical cases to support radical service innovation value co-creation.(2) The implementation process and mechanism of radical service innovation value cocreation. This study makes the in-depth interviews of senior managers in service-oriented enterprise, creates a deep insight into the process as a "black box" of radical service innovation value co-creation. Analyze radical service innovation value co-creation process from the qualitative research. Value discovery, value delivery and value realization make up the implementing process of value co-creation. Value creation is composed of value symbiosis, value consensus and value participate. The enterprises and customers through interaction to realize the value production, reach a consensus, and share information and resources, they are all the source of radical service innovation design and development. The innovation idea through the interaction between enterprises and customers need to transfer by some way, to promote the delivery the innovation knowledge and transfer to new innovation knowledge, and then promote the design and development of radical service innovation. Finally to realize the win-win result of value co-creation.(3) The empirical research of radical service innovation value co-creation implementation mechanism.Based on the logic of value discovery, value delivery and value realization, further refine and build the model of the value co-creation as value creation, innovation knowledge transformation, and value win-win. And then to verify that innovation knowledge transformation plays an intermediary role between radical service innovation value creation and radical service innovation value win-win. This conclusion indicates that radical service innovation value creation promote the knowledge transfer process, transfer innovation knowledge to enterprises new knowledge, and apply to enterprises service innovation activities, and then realize enterprises value, customer value and innovation value. On this basis through clustering analysis, this study finds that enterprise innovation oriented have a positive regulation radical service innovation value co-creation. When enterprises innovation oriented at a lower level, enterprises hold a conservative attitude to radical service innovation value co-creation, value generation and consensus research cannot get the attention of the enterprises. While as the innovation direction gradually increases, enterprises will gradually improve the sensitivity and acceptability to innovation knowledge, and actively promote the transfer of new knowledge, finally realize the win-win situation of radical service innovation value.The innovation of this paper are showed as the following four parts.First of all, based on service dominant logic thought and concept, build the radical service innovation related theory, further deepen the service innovation and radical innovation theory. This research makes an exploratory study on how service-oriented businesses to carry out radical service innovation value co-creation, and build a complete theoretical framework. This research conclusion have deepen the understanding of service innovation and radical innovation theory.Secondly, Compared with the traditional research methods and mode(Innovation concept, innovation development, innovation application), this study finds out the value cocreation process(value discovery, value delivery and value realization) radical service innovation, and then reveal the “black box” of its value co-creation process, propose the radical service innovation successful implementation to show the service innovation process clearly.Thirdly, studying on radical service innovation from value co-creation and provide a new research perspective for service innovation research. Value co-creation of service dominant logic can provide a new analysis view for studying radical service innovation, and explain the realization issue from value co-creation systematically to verify this process.Forth, focusing on the effect of value co-creation to radical service innovation realization by researching interaction between enterprises and customer. This research explores radical service innovation value co-creation from the inner relation between enterprise and customer and how to promote radical service innovation value realization. And they have certain novelty and practicality to innovation practice and innovation development.The positive academic and practical significance are stated below:Based on the perspective of value co-creation to explore and analyze the radical service innovation implement system and mechanism, as well as refines the core process of value creating, expands and further research service innovation, value co-creation and knowledge management theory. This is the specific background innovation research to study radical service innovation, and also the new development trend of Internet + new situation. The issues discussed of radical service innovation and value co-creation can help service oriented enterprises to reduce and disperse the risk, set up the reasonable and effective innovation process which in line with the service economy, and finally realize enterprises innovation value and profit value.The research perspective and relevant conclusion can provide a new method and idea to the development and management of innovation practice, as well as radical service innovation design and development. |
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