DRIVERS OF SERVICE INNOVATION: PROPOSAL OF A THEORETICAL MODEL/ DRIVERS DA INOVACAO EM SERVICOS: PROPOSICAO DE UM MODELO TEORICO

Objective: To propose a theoretical model based on nine drivers of service innovation (organizational culture, strategies, research and development, employees, technological trajectory, institutional trajectory, competitors, consumers, and suppliers) in order to comprehend the phenomenon. Originality/value: Given its recent empowerment and the manufacturing focus it has initially received, service innovation still lacks models that seek to comprehend the phenomenon within an encompassing and particular framework. The originality of this study arises from this issue. Design/methodology/approach: The method consists of a multiple case study. We used semi-structured interviews with strategic hospital managers and documental research with an analysis of accounting balances, organograms, and other documents. We addressed the cases from a systemic perspective in order to permit comparison within the same structure. Results: The model permitted us to recognize that the analyzed hospitals were having difficulty innovating, as shown by some characteristics found through the drivers that were proposed by this study. More specifically, the hospitals follow a unidimensional and outdated concept of innovation; that is, they consider innovation in services to be the adoption of technologies from the industry, as shown by Barras (1986). There are also no strategic innovation programs. KEYWORDS Innovation. Services. Drivers. Theoretical model. Hospitals. Objetivo: Propor um modelo teorico suportado em nove drivers da inovacao em servicos (cultura organizacional, estrategias, pesquisa e desenvolvimento, capital humano, competidores, clientes, fornecedores, trajetoria tecnologica, trajetoria institucional) para compreender o fenomeno. Originalidade/valor: Dado o seu recente protagonismo e pelo enfoque manufatureiro inicialmente recebido, a inovacao em servicos ainda carece de modelos que busquem compreender o fenomeno dentro de um framework abrangente e particular. A originalidade do trabalho surge dessa problematica. Design/metodologia/abordagem: O metodo consiste em um estudo de casos multiplos. Para sua execucao, utilizaram-se entrevistas semiestruturadas com gestores estrategicos de hospitais, alem de pesquisa documental com a analise de balancos contabeis, organogramas, entre outros. Para a analise dos resultados, utilizou-se a compreensao dos casos em uma perspectiva sistemica, por meio da sintese de casos cruzados, permitindo a comparacao de casos em uma mesma estrut