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Creating new markets through service innovation

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      <subfield code="a">Creating new markets through service innovation</subfield>
      <subfield code="c">Leonard L. Berry... [et al.]</subfield>
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      <subfield code="a">Many companies make incremental improvents to their service offerings, but few succeed in creating service innovations that generate new markets or reshape existing ones. To move in that direction, executives must understand the different types of market-creating service innovations as well as the nine factors that enable these innovations</subfield>
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      <subfield code="a">Berry, Leonard L.</subfield>
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      <subfield code="g">Vol. 47, nº 2, Winter 2006 ; p. 56-63</subfield>
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