Meta-National Innovation Management in Service Industries

Globalization has a major impact on the practice of innovation across a wide range of service industries. Yet, only limited attention has been paid to the issue of service innovation in a global context. To address this critique of the literature a case study of New Service Development (NSD) and customer interaction was conducted in US Corp Inc. (a pseudonym), a multinational financial services firm in the U.S. This firm had a global presence but wanted to improve its innovation efforts in South Asian nations, particularly India. The case study investigates the development of new services with inputs from firm’s customers in India. It also traces the roles of Indian subsidiary and local managers in developing and managing the overall innovation process. We chose longitudinal research method to identify the main sequence of events of the customer interaction process in NSD while they happen and to avoid the ex-post rationalization phenomena. This method combines qualitative data collection techniques, such as in-depth interviews, brainstorming, ethnographic observation, action research and archival records analysis. We also conducted a confirmatory follow up study using a small sample mail survey. Researchers have emphasized the importance of combining multiple data collection methods in conducting case studies.