On the Futility of Innovating on Your Own: From Goods-Dominant Logic to Service(-Dominant) Logic in the Financial Services Industry
It is a kind of cliché to state that the financial services industry landscape is changing rapidly, continuously and often unexpectedly. Customers don’t seem to care about those incumbent financial services firms that are not responsive to their needs. Although there has been a constant stream of assurances from various banks, wealth managers, and insurance companies that they are customer-oriented and responsive to customer needs, a lot of things remain to be done. Customer-orientation hot talk, as I call it, is a form of self-deception, and although most of the financial services companies still heavily rely on old-dated goods-dominant logic, they talk as if the reality is something entirely different. The truth is that most financial services companies are again faking true customer-orientation and this is a real problem. This is very problematic as it deceives both the client as well as shareholders (or stakeholders). Signaling, shouting out loud random words, is simple but…
Why banks and insurers innovate so differently?
There are certain things you learn the first day at business school: all firms compete at some level with each other for revenues and to outperform their competitors, companies need to have a competitive advantage (and sure, there are various forms of coopetition). In today’s fluid, dynamic and highly uncertain competitive environment, businesses constantly need to prop up their game to keep up with the sudden changes we are now witnessing. The fundamental question, after all, in strategic management, is not why competitive advantage is so crucial but instead how to gain and sustain competitive advantage over time (Helfat et al. 2007; Teece 2009). Competitive advantage takes various forms, but something that has been stressed over and over again in the academic literature is the paramount importance of continuous innovation to achieve sustainable competitive advantage (Lengnick-Hall 1992; Lord, deBethizy & Wager 2005; Afuah 2009; Betz 2011; Dereli 2011; Weerawardena & Mavondo 2011; Pisano 2015). The wisdom of this maxim…