Innovation services are determined by technological interactions, built on
improving existing service characteristics, improving the process of their provision or
a combination of existing technologies. Given the above classification, product and
technological innovations at the site in the process of production of the company
require special attention.
The "reverse life cycle" of R. Barras' innovation [6], which is based on the
introduction of new information technologies in the non-productive sector, is fully in
line with the concept of service management, where the combination of innovative
planes makes it possible to implement new technologies for improving service
efficiency, and then to their to form new products.
Adapting the model of R. Barras (Table 4) to the cruise business gives an
opportunity to understand the causes of innovation changes and factors that determine
them. Considering that services in the structure of cruise tourism product form
intangible product, then the initial object for raising the level of income is the
introduction of gradual process technological changes, which over time transform into
radical (able to significantly improve the quality of service).
Table 4 Adapting the model of R. Barras to the cruise business
Period
1 period
2 period
3 period
Nature of
innovations
by R. Barras
Incremental
process innovation
Radical process
innovation
Product
innovation
The
Enterprises’
Goal
Productive
revenues
Improved service quality
Product
differentiation
Comparison
with the
General
Agreement
on Trade in
Services
Marketing
innovations that
can cover the needs
of target customers
or attract clients
not covered by this
period of time
position and
development of the
enterprise
Implementation of innovations
related to the development of the
enterprise in the systems and
structures of management,
including reorganization,
consolidation, absorption of
competing subjects on the basis of
the latest technology and advanced
technologies; personnel policy;
rational economic and financial
activities
Periodic innovations
aimed at changing
the consumer
properties of the
product, its
positioning in the
market and the
creation of a
competitive
advantage
Source: based on 10]
Thus, within the specific product in the first period, incremental process
innovations are being made, which are aimed at obtaining a profitable shipping
company by a cruise shipping company. The second period of improvement is
characterized by radical process innovations that improve product quality and service
levels. The third period corresponds to the introduction of product innovations, which
ensure product differentiation. Due to the combination of signs "subject of application"
(process, product) and "character of change" (incremental, radical), the process of
innovation by the company is determined. The comparison of this model with the
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