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1 Jari Kuusisto
Outline of the presentation
• Introduction and background
• Economic performance of services
• Arguing the case for service innovation policy
• Key concepts and problem setting
• Services and innovation policy
• Developing effective service innovation policy
• R&D in Services – review and case studies
• Some indications from business cases
• Concluding comments
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Introduction and background
• (2008) R&D in Services – review and case studies, A paper submitted for the
CREST • R&D in Services Working Group, DG Research, European Commission.
• (2008) Services and Innovation - Evolving Service Innovation Policy, Drivers and
Barriers, Horizontal and Framework Policies Stimulating Innovation in Service
Enterprises, Forfás, Dublin, Ireland.
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Economic performance of services
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Services role in the economy
• Service sector contribution to aggregate production and
employment keeps growing in developed economies
• They represent nearly 78 % of US economic output and a similar
proportion of employment
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Elements of economic performance
• Key elements of services economic performance
Service activities
- Service functions across the Service innovation & productivity
industries - Multidimensional innovation
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Arguing the case for service
innovation policy
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Services are now recognised
Source: OECD, 2005, Growth in Services Fostering Employment, Productivity and Innovation
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There is a need for policy change
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Service innovation policy rationale
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There is a pressure to develop services
• Smile curve
• Intangible parts of the value chain are increasingly important revenue
generators for manufacturing industry
After-sale
R&D Production Sales services
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Policy development
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Challenges
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Starting point - SERVICES
• Service innovation is multidimensional, and
• Any dimension can be driver, or hindrance to service innovation
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Starting point - POLICY
• Any policy can can drive, or be hindrance to service innovation
• But very few policies recognise the influence they have on service innovation
• R&D policies tend to have technology bias
Service
innovation
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Service concept in statistics
• Innovation policy for services
• We are talking about many policies addressing innovation
promotion across various service industries
Code NAICS Sectors (2002)
11 A g r iculture, Forestry, Fishing and Huntin g 53 R e a l Estate and Rental and Leasing
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R&D and innovation activities in services
• R&D in services is much broader
• Than the traditional R&D concept
- KIBS
- RTO!s
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Progress of service innovation policy
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Targeting policy on specific types of
services
Prioritized service industries of national significance that could be further
strengthened by means of innovation policy
• Japan - Health and welfare, child care support, tourism and attraction of visitors
service, contents, business support, and distribution (six key sectors)
• Germany - ICT related services, knowledge intensive services, hybrid services
utilizing technology and innovative service elements
• Finland - Business to business services, knowledge intensive business services,
public sector services
• Australia - Tourism and knowledge intensive services
• Denmark / Sweden - Design and creative industries
• Netherlands, UK - Creative industries
• Norway - Design and tourism
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Promoting non-technological
innovation more broadly
• Adopt problem solving approach
• Multi-faceted problems require multi-faceted solutions
• Few problems can be solved by one policy actor
• Need for joint actions and co-operation
• Within government
• between levels and across departments
• With stakeholders
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Moving service innovation policy
forward
• Linking the dimensions of service innovation systematically to policies and
development tools
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R&D in Services
– review and case studies
DG Research
European Commission
February, 2008 (DRAFT)
Final report in print
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Report overview
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Project overview
Brief summary of the key results
from the existing research
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15 case studies from 9 countries
COUNTRY Name Industry(i e s ) No. of
staff
BELGIUM VADIS Consult i n g 15
Creax Patent research, idea generation, 20
innovation studies, methodological
training, new technical marketing
studies, and innovation software
Quality Assistance Contract Resear c h 91
Defimedia e-business, e-marketing, e-learning 20
consultancy
Telemis Software program for medical image 30
management, and maintenance
support
DENM A R K BDO ScanRevisio n Accountancy and consultin g 750
FINL A N D YIT G r o u p Building systems, construction, 22000
services for industry, networks and IT
GERMANY Claas Agricultural engines and harvesters 8200
Deutsche Industrie Wartung Industrial maintenance and cleanin g 12600
Drees & Sommer Project management and real estate 850
consultin g
GREECE Singular Logic Software and related services 650
LITHUANIA Maxima LT Retail trade 23000
NORWAY Geelmyuden.Kiese Strategic Communications Consultin g 70
SWEDE N Ekelö w InfoSecurity 36
TFS Clinical Resear c h 300
TURKE Y IES Education and Education solution provisio n 114
Information Tech. In c .
TURKTRUST Information Electronic certificate service providing 30
Security Services Inc. and information technologies security
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Public funding and R&D in services
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Number and status of dedicated R&D
staff
• Typical service firms have very small numbers of full-time
R&D staff, and much of the is carried out on part-time
basis in connection with customer projects.
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R&D resources and their use
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Typical bottle-necks
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Intellectual property management
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Public support for R&D in services
• Public research programmes could support R&D in
services much more than they currently do
• Co-operation with research institutions is more
appropriate in the fundamental level R&D projects
• For instance, in the development of theoretical frameworks that the
business can utilise in its business strategy development.
• In more applied research, co-operation with individual
academics were seen as more appropriate
• Planning horizon in public research is much longer than
the development cycle in the businesses.
• Too fixed research questions can be a problem
• In businesses the research problems often evolve during the process
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Future needs
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Concluding comments
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Service innovation policy approach is
evolving
• Towards broader perspective and horizontal approach
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Thank you for your attention!
jari.kuusisto@sci.fi
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