The Antecedents of Service Innovation: The Roles of Explorative and Exploitative Marketing Capabilities

With the growing significant development of economics, the industry has changed from physical property-driven machines and facilities to services-driven knowledge. In this knowledge-based economy, innovation capability is the key factor to attain the competitive advantages. Therefore, for facing the trend of service industry, service innovation is regarded as a value-creating activity which derived from customers' needs. It is also a critical strategic weapon for firms achieving competitive advantages. Evidences showed for acquiring superior business performance, the link from marketing capability to service innovation is important and necessary for firms introducing new products into market. Thus, drawing on the previous studies, this present research tried to examine the relationships between two types of marketing capabilities, i.e. explorative marketing capability and exploitative marketing capability on service innovation. According to the empirical data collected from service sector companies in Taiwan, meaningful findings and conclusions will be proposed and discussed.