Final Exam BRM

Hamdard University Islamabad Campus Hamdard
Institute of Management Sciences Final – TermExamination

Semester Fall 2020
Business Research Methods
Total Marks 40
Name Hina Shahid
Submitted to sir Ali Raza
questions given as under

1. What are the main antecedents/factors of service innovation?
How these antecedents are considered vital and relevant in
today’s service world? (5+5)
Main factors of service innovation
Changes in technology, customer behavior, and the availability of data to create innovative,
customer-friendly alternatives to the services incumbents of this era.
Some other incumbents are fighting back successfully. Companies are learning from the attackers
while mobilizing their own strengths—including scale, superior resources, and access to customers—to
redefine service offerings, harness digital technology, and improve the customer experience. Some are
lowering their costs as well. While few organizations have mastered the new environment, we can
already see that winning approaches will combine three elements:
1. a focus on service innovation matching the

intensity and attention that product companies bring
to R&D
2. the ability to personalize the customer

experience and to help customers do things
themselves
3. the will to simplify (and in some cases
automate) the way services are delivered
 Innovation is a key driver for company’s growth and survival,
in the long run, particularly in a dynamic & complex market
and ambiguous economic situations.
 Even though the fruitful consequences of inhibition in the
diffusion of innovation interpret this achievement into the
market failure, Where resistance has been interpreted as one
of the main reasons for the inhibition or delay in diffusion of
innovations.
 To ensure the success of innovation in the market, consumers’
resistance toward innovation, as a potential factor in
marketing, will help the companies’ indifferent ways for
product design and development
Today’s service world
Service Design Innovation has become increasingly popular in the last decade to continuously improve existing service
offerings and create completely new offerings. Read this article to find out exactly what it means and why it is becoming
increasingly important
Today, products are often interchangeable. The markets are saturated. Defining and establishing unique selling
propositions is therefore more important than ever for companies today. Service Design Innovation helps companies to
develop outstanding service offerings, to sustainably differentiate themselves from the competition and to open up new
customer groups. To illustrate this with an example: If two shops are next to each other and both offer the same
products at the same price, the quality of the service is the reason why customers prefer one of the two shops.
From above mentioned factors we come into know that failure and success of any product depends upon customers so
any product designed for customers according to above factors should be.
 Customer-centric:
Service Design Innovation focuses on understanding customer needs to make service user-friendly, competitive and
relevant to customers. The focus is on the customer experience.
 Holistic:
Service design is based on the assumption that the entire organization is involved in the process. The focus is therefore
not only on the touch point visible to the customer, but also on internal company processes and employees that are
important for the functioning of the service.
 Interdisciplinary:
Customers and employees work together in interdisciplinary, heterogeneous teams. The team gets deeply involved with
the problem and experiments with new solutions.

2. What is new service landscape? Do you think that Pakistani firms
are coming up to mark of the new service landscape? (4+6)
The nature of services and the pace of change have shifted dramatically in recent years, and
mastering the traditional aspects of service delivery will no longer be enough. To seize the
opportunities, companies must learn to tap the potential for service innovation made possible by
four evolving trends.
 Higher customer expectations.

More than ever, consumers demand greater involvement, customization, personalization, and
mobility from services—with immediate results. When they see cutting-edge service innovations in
one industry, they expect to find them in others as well
 The rise of the mobile Internet.

About 1.5 billion smartphones are currently in use worldwide and more than 100 billion apps were
downloaded in 2013, up from 64 billion in 2012.Remote access and monitoring in healthcare are
also potential game changers made possible by increased connectivity. The proliferation of smart
devices unlocks growth opportunities, reduces the cost to develop services, and dramatically lowers
barriers to entry
 Big data and advanced analytics.

Companies such as Amazon and Harrah’s are known for using customer data to personalize and
tailor their services. Continued advances in analytic capabilities allow companies to draw insights
from massive, previously untapped sources, leading to new service possibilities
Companies that evolve quickly will better position themselves to capture this growth, while those
clinging to traditional models will face growing pressure from digital attackers.
Companies invest large sums in research and development in order to be able to compete with
innovative technologies and products. However, this is often no longer sufficient to differentiate
oneself and to be among the best on the market. Business model innovations can play a key role
here in making technological innovations sustainably profitable.
For a nation to progress it must have a clear idea of its longer-term aspirations. Without this clarity it
will neither be able to prepare a coherent roadmap for action nor adopt and implement the policies
that would lead towards the objectives.
The Information Technology (IT) has become a fundamental part of industry and manufacturing. The
technologies like Internet of Things (IoT), big data, robotics, automation, cloud computing, artificial
intelligence, mobility and others continue to have a growing effect on the society, economy and
environment.
The digital medium is considered cost-effective with a wider reach which comes with many benefits
people around the globe get easy access to information anytime and anywhere through multiple
digital devices. Likewise, the digital means of marketing and communication are also considered
quicker, result driven and adaptable. Therefore, a large number of companies in Pakistan have
flourished through a digital approach by providing customers with effective solutions to their problems
through compelling marketing strategies.
The incumbent government has taken the initiative to upgrade digital banking infrastructure and ease
the conditions and exhausting paperwork for digital services such as e-payments, online transactions
and the issuance of credit cards, and their use in online stores or in-store shopping, at petrol pumps,
online utility bill payments and university fee payment gateways etc. The process of digitization can
help grow the economy more quickly, fuel innovations, as well as the business environment. This in
return could alleviate poverty by creating new jobs for the fresh graduates and young entrepreneurs of
the country.The Digital Pakistan Initiative has created hope that the government is making serious
efforts to promote digital technology in the country .However, Pakistan needs to organize and enhance
the skills, expertise and knowledge for digital transformation in all walks of life.
Moreover, across the business

landscape large companies
have embraced service as an engine
of their firms’ growth.
of their firms’ growth
3. In the given case, conduct the problem identification and then
write a problem statement? (4+4)
 Problem
Growing number of companies are finding their service businesses under threat . New digital upstarts
are threatening the bottom lines, growth prospects, and even business models of traditional service
providers. It’s time for incumbents to innovate— or be left behind. changing land scape of business is
effecting the companies directly or indirectly
 Problem statement
I. “Identify the factors which proves as most influencing the performance of

companies”
II. “ A closer look at how the environment is changing and what leading companies are
doing about it”
4. What you have learned from three imperatives? How Pakistani

businesses can learn from these three imperatives? (3+3)
I have learned from these imperatives that :
 Services, like products, have a shelf life. After all, customer demand evolves, service
expectations change, and technological advances constantly bring new possibilities. Services,
therefore, should be periodically examined and refreshed
 Companies have always sought to understand customers better to tailor services to their
needs. Traditionally, this has meant focusing on customer segments or groups.
 thrive on simplicity. combine new technology with process improvements to make services
straightforward and more pleasing. Meanwhile, big incumbents, burdened by legacy IT
systems and entrenched processes that have evolved over time, often struggle to keep things
simple. Still, incumbents can bring more simplicity to their service operations by looking at
the world the way their customers do.
In prospective of Pakistan
 In prospective of Pakistani business these imperatives are applied at some point but more
work is to be needed as service products who have shelf life are not periodically examined
and refreshed the business model is not as simple and smart working as it should be .new
technological and innovative system is needed. Products needed to be more customer
oriented. Yet for many companies, managing day-today operations is all-consuming. Even the
most forward-looking incumbents find that implementing an innovation mind-set can be
daunting.
5. What practical contribution and theoretical support can be
achieved from the given scenario? How directions for future
research can be set? (3+3)
The new services landscape is unlocking innovation opportunities in nearly every industry. Yet for
many companies, managing day-today operations is all-consuming. Even the most forward-
looking incumbents find that implementing an innovation mind-set can be daunting.
Institutionalizing service innovation, for example, requires more than setting up a new R&D lab;
the lab’s efforts must be hardwired into the company’s services strategy, investment cycles, sales,
and operations. Similarly, personalizing the customer experience is about not only mining data
and applying the latest analytic techniques but also marrying those capabilities with insights from
service representatives, third parties, and customers.
without the commitment to

addressing service innova-
tions, large populations in
developing economies will not
benefit from the digital era. On the
other hand, these settings
offer many opportunities for both the
research and practice of
service innovation in a digital age
benefit from the digital era. On the
other hand, these settings
without the commitment to addressing service innova-tions, large populations in developing
economies will not benefit from the digital era. On the other hand, these settings offer many
opportunities for both the research and practice of service innovation in a digital age

benefit from the digital era
without the commitment to addressing service innovations, large populations in developing
economies will not benefit from the digital era. On the other hand,
these
******* Good Luck******

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Hamdard University Islamabad Campus Hamdard

Institute of Management Sciences Final – TermExamination

Name Hina Shahid

Submitted to sir Ali Raza

questions given as under

1. a focus on service innovation matching the

2. the ability to personalize the customer

Today’s service world

 Higher customer expectations.

 The rise of the mobile Internet.

 Big data and advanced analytics.

Moreover, across the business

I. “Identify the factors which proves as most influencing the performance of

4. What you have learned from three imperatives? How Pakistani

without the commitment to

without the commitment to

* Good Luck

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