Examining the role of service innovation & service branding capabilities in services firms value creation & appropriation:a multi-level study (ARC DP administered by University of Tasmania) (2011-2012)

This project examines how innovation and branding help service firms create service offerings that are seen by customers as superior and ensure superiority and sustainability in profits. The research areas addressed in this project are prioritized by research institutions, government bodies, industry associations and scholars as being of major theoretical and practical significance. In this area, innovation and branding are stated as the Next Big Thing in the services sector, which now dominate the economies of most industrialized nations. Our findings will provide significant benefits to Australia in establishing a more efficient service sector, which is critical to national trade and economic growth.