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London Business School
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Innovation in
Experiential Services –
An Empirical View
Chris Voss and Leonieke Zomerdijk
June 2007
Chris Voss is professor of Operations
Management at London Business School
and Senior Fellow of the Advanced
Institute of Management Research. He can
be contacted at cvoss@london.edu.
Leonieke Zomerdijk is Research Fellow of
the Advanced Institute of Management
Research, working at London Business
School. She can be contacted at
lzomerdijk@london.edu.
Innovation in Experiential Services – An Empirical View
Chris Voss and Leonieke Zomerdijk
June 2007
This report originally appeared as Chapter 4 in Innovation in Services, DTI Occasional Paper No. 9, published by the Department of Trade and Industry in the United Kingdom.
Reference to this report can be made as follows: Voss, C. and L. Zomerdijk (2007). “Innovation in Experiential Services – An Empirical View”. In: DTI (ed). Innovation in Services. London: DTI. pp.97-134.

The full report can be downloaded at http://www.dti.gov.uk/files/file39965.pdf. Hard copies (URN 07/989) can be ordered via the search facility at http://www.dti.gov.uk/publications/.
This research has been funded by the ESRC, grant RES-331-25-0027, through the Advanced Institute of Management Research.
Innovation in Experiential Services – An Empirical View
2
Executive Summary
This report examines innovation in experiential services. These are services where the focus is on the experience of the customer when interacting with the organisation, rather than just the functional benefits following from the products and services delivered. The report is based on a continuing research programme on experiential services at London Business School. In particular it draws on a recent case-based study of eight design agencies and consultancies and nine successful experiential service providers. The report addresses the question of how do...
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