Document #2203 Service Blueprinting: A Practical Technique for Service Innovation

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Document #2203 Service Blueprinting: A Practical Technique for Service Innovation

1 Service Blueprinting: A Practical Technique for Service Innovation Mary Jo Bitner PetSmart Chair in Services Leadership Center for Services Leadership W. P. Carey School of Business Arizona State University Tempe, AZ 85287-4106 maryjo.bitner@asu.edu; 480-965-6201 Amy L. Ostrom Associate Professor of Marketing W. P. Carey School of Business Arizona State University Tempe, AZ 85287-4106 amy.ostrom@asu.edu; 480-965-6201 Felicia N. Morgan Assistant Professor of Marketing University of West Florida Department of Marketing and Economics Pensacola, FL 32514 fmorgan@uwf.edu; 850-474-2659 The authors thank the Center for Services Leadership for its support of this project. They also sincerely thank the individuals who contributed to the case studies including: Greg Reid and Maynard Skarka of Yellow Transportation (YRC Worldwide); Renee Ryan, formerly of ARAMARK and currently with Best Western International; Mark Rosenbaum, consultant to Marie Stopes International and a professor at Northern Illinois University; Rick Mears of the San Francisco Giants; and Sara Moulton Reger of IBM. In addition the authors thank three anonymous reviewers and the editor at California Management Review for their helpful and constructive comments on earlier drafts of this paper. Copyright 2007 Center for Services Leadership, Arizona State University

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