摘要：This study examined the typology of service innovation in the food and beverage industry. Several approaches, including secondary data collection and grounded-theory-based analysis, were used to analyze approximately 32 innovative cases of 16 enterprises in the industry in Taiwan. According to these results, service innovation was divided into two categories, namely service concepts and service regimes, comprising five subcategories. Moreover, value cocreation was identified because few enterprises promote customer participation in final consumption processes. The findings of this study can serve as valuable references for service innovation researchers and business owners.
关键词：New Product Development;Service Innovation;Tourism Innovation;Food and Beverage Industry;Hospitality Industry
