PurposeThe purpose of this paper is to gain insight into firms' innovation competencies and to develop an instrument to examine the key innovation competencies that contribute to integrated services.Design/methodology/approachData were collected via the initial 80‐item questionnaire given to innovation‐related key figures within the Taiwanese communications industry (sample size 500; valid response rate 75.4 percent). The initial 80 items of innovation competencies and development procedures of measurement instrument were explored, exploited, and analyzed. The instrument validity of the multi‐aspect innovation competencies measure was evaluated through assessing convergent, discriminant, and predictive validity.FindingsResearch results indicate that five‐dimension and 17‐item constructs the measurement instrument of innovation competencies for integrated services. An examination of individual dimensions' effect on “overall innovation competencies” shows that industry specific (0.45) is the most important dimension, followed by market related (0.23), technology related (0.14), product related (0.13), and organization related (0.13).Research limitations/implicationsThis study is conducted in only one industry (communications) and one country (Taiwan).Practical implicationsIntegration capabilities of different innovation competencies of a firm is vital for the successful development of integrated services, and out of all the innovation competencies, industry‐specific innovation competencies are the most important. A firm should then identify potential markets and trends and fully utilize their human resource capabilities to develop innovative services, along with senior executives' awareness and acceptance of risk.Originality/valueThis paper may be the first to identify the measurement instrument of innovation competencies for integrated services and will expand the scope of service innovation research.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this study is to propose an effective mechanism of developing innovative ICT-enabled services from the perspective of experiential marketing with the aim to utilize a commonly used product design model of Kano. Design/methodology/approach -To illustrate the application of the integrative approach of mechanism, a case of innovative ICT-enabled residential video surveillance is given to identify customer needs based on Bernd Schmitt's five strategic experiential modules (SEMs). Afterward, the Kano questionnaire is developed and used in an on-line survey. Data from 668 respondents are collected and analyzed in light of Kano's method. Findings -A total of 15 innovative service requirements is identified. Among them, seven requirements are attractive and eight are one-dimensional attributes according to Kano's method of categorization. Practical implications -Under the competitive situations that most of the ICT-enabled service providers provide similar products and services, firms need to grasp customer needs and wants and convert them into deliverable services promptly. The result reveals that integrating Kano model with SEMs are good tools in exploring customer needs and wants for ICT-enabled services. Originality/value -To explore the experiential aspects of consumption has become the most important source for value creation. However, it is hard to find a systematic approach with common language for cross-functional design team. This study aims to solve this problem by incorporating two well-known models. Though the models used are widespread, it is rarely found in using Kano's model to explore the experiential aspects of consumption; likewise, SEMs are rarely implemented systematically.

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Based on the concept of experience economy, this study starts off by proposing that goods, services, and experiences are dimensions of experience-oriented service functions, illustrating an integrated approach which adopts the basic Kano model and customer satisfaction coefficients matrix to categorize and prioritize experience-oriented service functions. An empirical study was then conducted to explore customer need attributes for digital television (DTV) applications. As a result, 445 samples in Taiwan are collected and analyzed, showing different segments have different need attributes. In addition, a comparative analysis of experience-oriented customer needs for experienced and inexperienced users was applied in order to provide differentiated and continuous competitiveness during different stages of the product life cycle; then the result was used as a reference for future development of experience-oriented service functions.

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