Innovations from the Perspetives of Capabilities

Service Dominant Logic and Operant Resources

Abstract

Servie-Dominat-Logic approach of marketing studies gives a important suggestion for innovation studies. This approach gives a new perspective for business activities beyond resource-based-approch and capabilities approach. The relationship between companies and customers is explained by distinguishing operant resources from operand ones. A new concept of 'service' instead of 'products and/or services' explains a new role of company as co-creater of customer value. Innovations exist in the value creation processes of customers.