Introduction
Customers, in a number of industries, are constantly bombarded with run-of-the-mill product and service offerings. As a result, customers both desire and more often demand innovative alternatives. In response, many service-oriented firms are striving to integrate novel features into their product-service offerings. Even product-oriented firms have noted the benefits of adding service innovation to their business strategies. For example, during recent years, IBM, a predominantly product-oriented firm, generated over half of its total revenue from services. Yet, only 15 percent of IBM's