Bringing Service Innovations to the Market -How to successfully bring service innovations in a technological field to the market being a rather unknown company: A case study of Easypark

Abstract

The case company of this study is selling mobile parking. It is struggling with its sales, and a significant difference in success can be seen in comparison between Göteborg and Copenhagen. Mobile parking as such as well as the company, Easypark, is relatively unknown in the Swedish market. The company is selling a service innovation. This requires paying attention to innovation theory, consumer behavior, branding, and service marketing. The study links these fields to answer the question how service innovations can successfully be brought to the market. Data is gained from Easypark's management and current customers in Göteborg and Copenhagen as well as from potential customers in Göteborg. This data gives information about how Easypark is trying to sell its service innovation and how it is perceived by current and potential customers. It also shows differences between Göteborg and Copenhagen. The analysis focuses on the four fields of innovation, consumer behavior, branding, and service marketing. The empirical findings are examined with help of the theoretical background from the four fields. The analysis reveals Easypark’s main obstacles to successfully bring its innovation to the market. From the analysis, conclusions are drawn and recommendations for improvement are given. An integrated model taking innovation theory, consumer behavior, branding, and service marketing as well of the main obstacles into consideration is of use not only for Easypark, but for all companies trying to sell a service innovation.