Skip to main navigationSkip to main content
The University of Southampton

MANG3069 Service and Organisational Innovation

Module Overview

Much of the debate surrounding innovation tends to focus on new product development. Yet, services have become a major driving force of economic growth not only in advanced economies, but also in emerging markets, with service innovation being increasingly the source of competitive advantage for organisations across all the sectors of the economy. The organisation itself and the way in which it structures and defines its relationships with internal and external stakeholders can be an important dimension of service innovation. Organisational innovation is critical when it comes to bridging the gap between innovation strategy and implementation, while enabling an organisation to generate innovations on continuous basis. This module is designed to provide theoretical understandings of service and organisational innovation, and their interrelationship, combined with practical insights into how to realise innovative service and organisational opportunities. It focuses on key developments in service and organisational innovation management that are of relevance to both manufacturing and service sectors. The module will draw upon real-world cases to enable students to analyse and specify innovative service and organisational opportunities and challenges, and the ways in which an organisation can generate value from them.

Aims and Objectives

Module Aims

to facilitate learning about important trends in service and organisational innovation. It aims to enhance your understanding of the processes, structures and strategies deployed by organisations to explore, execute and exploit service innovation. It aims to demonstrate that service and organisational innovation can be related to every dimension of an organisation such as its product/service offerings, processes, customers and suppliers.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • the reasons why service and organisational innovation have become increasingly important for business success and economic growth;
  • organisational processes, structures, incentives and strategies for identifying, implementing and exploiting innovative service opportunities;
  • the context in which service and organisational innovation takes place (competition, general purpose technologies, and innovation systems).
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • understand and apply appropriate theoretical concepts, models, tools and techniques of service and organisational innovation;
  • identify, implement and evaluate innovative service opportunities in applied real-world situations;
  • evaluate emerging service and organisational innovation trends and opportunities;
  • understand the inter-relationship between organisational processes, structures and strategies for service innovation and the external environment in which these should be designed.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • recognise that in many situations there is a range of alternatives which should be evaluated;
  • self-manage the development of learning and study skills, both individually and as part of a collaborative learning group;
  • apply the research skills to synthesise, analyse, interpret and critically evaluate information from a range of sources.


The topics covered in this module will include: • Introduction to service and organisational innovation. Alternative theoretical and practical approaches to service and organisational innovation; • Service imperative and hidden innovation. Service and organisational innovation typologies and measurement; • Service and organisational innovation strategies; • Exploring service innovation: • Innovation and market S-curves; • Co-creation, service-dominant logic and job-centric approach; • Consumer/user/customer-led systems; • Open service innovation; • Organising for service innovation: • Organisational structure, culture and workspace; • Absorptive capacity and dynamic capabilities; • Employees’ innovation and communities of practice; • Empowering versus control of stakeholders; network innovation; • Service blueprinting and work systems approach; • Exploiting service and organisation innovation: • Platforms for multiple product/service bundles and innovation projects; • Servitisation of manufacturing and commoditisation of services; • Supply networks and service value web; • Cases on service and organisational innovation in product-, service-, people-, process-, and technology-centric organisations; • Innovation policy and systems for service and organisational innovation.

Special Features

This module involves working on a project with a ‘real enterprise’ to plan the development of a new service innovation.

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Lectures • Interactive case studies • Problem-solving activities • Directed reading • Private/guided study Learning activities include: • Introductory lectures • An assignment (individual written coursework to deepen learning in a specific topic of the module chosen by you) • Case study / problem solving activities • In class debate and discussion • Private study • Use of video and online materials

Preparation for scheduled sessions20
Completion of assessment task34
Wider reading or practice42
Follow-up work20
Total study time150

Resources & Reading list

Poole, M.S. and Van De Ven, A.H. (2014). Handbook of Organisational Change and Innovation. 

Pitsis, T.S., Simpson, A. and Dehlin, E. (2013). Handbook of Organizational and Managerial Innovation. 

Breuer, H. and Ludeke-Freund, F. (2016). Values-Based Innovation Management: Innovating by What We Care About. 

Gallouj, F and Djellel F (Eds) (2010). The Handbook of Innovation and Services: A Multi-Disciplinary Perspective. 

Other. Up to date supporting texts, articles and video resources will be provided as applicable in this fast changing topic area.

Gault, F. (2013). Handbook of Innovation Indicators and Measurement. 

Conway, S. (2014). Managing Service Innovation. 



Class Exercise


MethodPercentage contribution
Group presentation  (15 minutes) 30%
Report  (2000 words) 70%


MethodPercentage contribution
Report  (2000 words) 100%


MethodPercentage contribution
Report  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Linked modules

Pre-requisite: ENTR2004


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Books and Stationery equipment

Students will be able to use resources available through the library, but the purchase of some books is recommended.


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

Share this module Share this on Facebook Share this on Twitter Share this on Weibo

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.