Market creation service innovation: Identification and verification

The purpose of this study is to (1) developing a measure and verifying the the typology of the market-creating service innovation proposed by Berry et al. (2006) and (2) identifying the association of each stage in NSD process with market-creating service innovation. The results indicate that the measure of the four types of market-creating service innovation are identified and verified. The degrees of the associations of the four types of service innovations with each NSD stage are strong, especially for the type of controllable convenience.