Service Innovation Implementation in the Hospitality Industry

The pursuit of growth, productivity and competitive advantage have become a paramount concern for many hospitality companies. Companies choose different organic and inorganic strategies to expand their market share or remain competitive in a highly complex business environment. Innovation plays a crucial role in implementing growth strategy and achieving companies’ goals. Traditionally, approaches to innovation were focused on products, although the services sector has made a great contribution to global economic growth more recently. Despite this contribution, how service innovation is implemented in the services sector is captured in a limited way. This chapter discusses the concept of innovation, in particular in services companies, and suggests approaches to service innovation implementation for achieving expansion and competitiveness in the hospitality industry through the lens of service-dominant logic and value co-creation.