Abstract

This paper aims to present a conceptual model for service product innovation management in service product industry. The authors develop a conceptual model and propositions, grounded in previous studies on service product innovation management, market performance, and organizational culture. The model proposes to study the effect of service product innovation management on the level of market performance enhancement. In addition to that it also considers focusing on organizational culture that can influence the relationship between service product innovation management and market performance.This paper will facilitate the business managers to understand the perspective of service product innovation management. The proposed model is expected to offer a guideline to the service product industry and may be customized to invoke an innovation process in other service industry in different geographic locations.

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