Transcript Faiz Gallouj - Challenge Social Innovation

Challenge Social Innovation, Vienna, 19-21 September 2011
Social Innovation and Service
Innovation
Faridah Djellal and Faïz Gallouj
Clersé, University Lille 1
Introduction
• Social innovation and service innovation: separate
developments, limited intersections.
• Some explanations for this “mutual ignorance”.
– Initial focus of the service literature on technology, while
social innovation refers to non-technological dimensions.
– Initial focus of the service literature on KIBS rather than
personal and public services.
– Disciplinary division of labour.
• However, many points in common.
• Purpose: establish a dialogue.
Introduction
• Outline:
1. Social innovation
2. Service innovation
3. A dialogue between social innovation and service
innovation.
1. Social innovation: the desperate quest for a definition
1.1. Social innovation in opposition to business innovation
(After Hochgerner, 2009)
Business Innovation
Technological
innovations in economic
production
Product*
Process*
Non-technological
innovation on company
levels
Organisation* Marketing*
Social innovation
Social innovations in business, civil
society, state
Participatio
n
* Innovation as defined by the Oslo Manual (OECD, 2005)
Procedures
Behaviours
1. Social innovation: the desperate quest for a definition
1.1. Social innovation in opposition to business innovation (an amended typology)
Business innovation
Social innovation
Innovation in firms
Technological
innovations in
economic
production
Prod
Proc
Nontechnological
innovation on
company levels
Innovation in civil society, state
Social innovations in
business
Org
Mark
Part
Proced Beha
ntProd
ntProc
Prod
Proc
Mark
ntProd
Org
Social innovations in civil
society, state
Part
Proced
Beha
Prod
Proc
Org
ntProd
1. Social innovation: the desperate quest for a definition
1.2. General characteristics of social innovation
• The targets of social innovation
– the individuals
– the environment or territory
– the firm or organisation
• Form and nature
– an intangible entity?
• Process and stakeholders
– local or grass-root nature
– participation of users
• co-production
• empowerment
• Purposes
– not (directly) economic.
– social problems
2. Service innovation: making “invisible innovation” visible
2.1 Taking into account invisible innovation
• A shift from assimilation to demarcation.
• From technical systems to specific forms of
innovation
• From visible to invisible innovation
• Innovation gap has narrowed. But more
improvement needed:
•
•
•
•
non-technological product and process innovations,
ad hoc and custom-made innovations,
innovation in public services,
innovation in complex packages
2. Service innovation: making invisible innovation visible
2.2 Sectoral shift in empirical surveys
• 1. KIS (consulting, banking and insurance…)
• 2. Less “noble” or less knowledge intensive services
(transport, cleaning and care services for the elderly…).
• 3. Public services.
• This sectoral shift ==> more links between the fields
of social innovation and service innovation.
2. Service innovation: making invisible innovation visible
2.3 From a linear to an open innovation model
Traditional linear
model
Idea
Development
Production
Idea
Interactive
model
Rapid application
model
Practice-based model
Bricolage model
Ad hoc model
Idea
Development
Production
Idea
Production
Development
Production
Idea
Development
Production
Idea
Development
Further
Development
3. First elements of a dialogue between social innovation studies and services
innovation studies
3.1 What services studies tell us about social innovation
• Gershuny’s vision of social innovation
• Gershuny, the promoter of the self-service theory.
• The advent of the SSS explained by social innovation
• Social innovation = a change in the way a need is satisfied by the
consumer.
• Social innovation = transition from formal to informal satisfaction.
– Formal satisfaction: acquiring services from a service provider
– Informal satisfaction: combination of a purchased good and household
work.
• Social innovation: dual technological and social component.
3. First elements of a dialogue between social innovation studies and services
innovation studies
3.1 What services studies tell us about social innovation
• Beyond technological conceptions of social innovation
• Social innovation not limited to the way the customer participates or
makes a choice.
• It also includes other modalities: (Norman and Crozier, 1984):
– Using technical or human production capacities which are unused.
• IT service firms set up to use the overcapacity of IT departments of
large firms.
– Introducing new functions leading to new roles or sets of roles.
• Club Med’s “nice organisers” (or G.O.s).
– Linking up contexts and stakeholders with complementary needs.
• J.C. Decaux
3. First elements of a dialogue between social innovation studies and services innovation studies
3.1 What services studies tell us about social innovation
The characteristics-based representation of the product (after Gallouj and Weinstein, 1997)
Provider’s direct
competences
[C]
Client’s
competences
[C’]
[Y]
Client’s
technical
characteristics
[T’]
[T]
Provider’s material and
immaterial technical
characteristics
Final or service
characteristics
3. First elements of a dialogue between social innovation studies and services innovation
studies
3.2 What social innovation studies tell us about service innovation
• Bridges more fragile.
• Social innovation more concerned with forging links with the theory
of (industrial) innovation
• Many works devoted to social innovation in particular service
activities, with limited links with socio-economics of innovation in
services.
• From a theoretical point of view, social innovation tells us not much
about service innovation. However services often mentioned in
definitions of social innovation.
3. First elements of a dialogue between social innovation studies and services innovation
studies
3.2 What social innovation studies tell us about service innovation
• Social innovations are] “Innovative activities and services that are motivated
by the goal of meeting a social need and that are predominantly developed
and diffused through organisations whose primary purposes are social”
(Mulgan et al., 2007, p. 8).
• “Social innovators identify and deliver new services that improve the quality
of life of individuals and communities using innovative processes aiming for
instance at new labour market integration, social inclusion, finding new ways
to address health care, education delivery, resource efficiency and
environmental challenges”. (European Commission, 2011).
• “Social innovation’ seeks new answers to social problems by: identifying and
delivering new services that improve the quality of life of individuals and
communities; identifying and implementing new labour market integration
processes, new competencies, new jobs, and new forms of participation, as
diverse elements that each contribute to improving the position of individuals
in the workforce.” (OECD Forum on Social Innovation, 2000).
3. First elements of a dialogue between social innovation studies and services innovation
studies
3.3 Putting social innovation and service innovation into perspective
• 1st point: Social innovation as innovation in services and as service
innovation
• Sectoral vs functional perspective
• Social innovation often a service innovation (the provision of a new
service), whatever the sector.
• Tertiary sector a particularly fertile environment for social
innovation (innovation in services).
– mechanical explanation: the growing share of services.
– nature of service activities: intensive social interactions
– nature of the values (fairness and solidarity) in the public and third
sectors.
3. First elements of a dialogue between social innovation studies and services innovation
studies
3.3 Putting social innovation and service innovation into perspective
• 2nd point: Theoretical perspectives
• Innovation in services, like social innovation seek for theoretical
frameworks.
• Different paths to arrive at the same result:
– taking into account both the technological and non-technological
dimensions.
• In the services field, shift from assimilation to demarcation and
integration.
• In the social innovation field, demarcation have immediately
dominated.
3. First elements of a dialogue between social innovation studies and services innovation
studies
3.3 Putting social innovation and service innovation into perspective
• 3rd point: The nature and measurement of innovation
• Intangibility: a point debated by both the social
innovation and service innovation literature.
• Service innovation, social innovation difficult to
measure.
– wide variety of forms of innovation and combinations
– actors involved: citizens or heterogeneous groups
• Efforts to develop indicators of innovation in services
(Oslo Manual). Social innovation excluded.
3. First elements of a dialogue between social innovation studies and services innovation
studies
3.3 Putting social innovation and service innovation into perspective
• 4th point: The issue of appropriation
• Service innovation: appropriation issue is legitimate. Focus on the
implementation difficulties.
• Social innovation: protection issue rarely raised. Illegitimate.
– A social innovation is a success when it is imitated.
– Ex microcredit, the Restos du cœur.
• Appropriation source of conflict when (social) innovation is
delivered by hybrid networks
– Different appropriation philosophies (market/non-market)
3. First elements of a dialogue between social innovation studies and services innovation
studies
3.3 Putting social innovation and service innovation into perspective
• 5th point: Organisational modes for innovation
• Customer participation (coproduction) fundamental in both service
and social innovation.
• The essential nature of social innovation is coproduction
(involvement)
• Linear innovation model conceivable in both fields of research.
• However, pre-eminence of openness and interaction, and informal
and unplanned activities.
3. First elements of a dialogue between social innovation studies and services innovation
studies
3.3 Putting social innovation and service innovation into perspective
• 6th point: Performance measurement issues
• Multi-criteria assessment framework that can be
applied to social innovation.
– industrial and technical performance (volume and
traffic evaluations),
– market and financial performance (monetary and
financial operations),
– relational performance (interpersonal links),
– civic performance (equality, fairness and justice),
– reputational performance (relating to brand image).