Mapping innovation processes: Visual techniques for opening and presenting the black box of service innovation processes

This chapter argues for the usefulness of visual mapping techniques for performing qualitative analysis of complex service innovation processes. Different mapping formats are presented, namely, matrices, networks, process maps, situational analysis maps and temporal situational analysis maps. For the purpose of researching service innovation processes, the three latter formats are argued to be particularly interesting. Process maps can give an overview of different periods and milestones in a process in one carefully organized location. Situational analysis maps and temporal situational analysis maps can open up complexities of service innovation processes, as well as close them down for presentational purposes. The mapping formats presented are illustrated by displaying maps from an exemplary research project, and the chapter is concluded with a brief discussion of the limitations and pitfalls of using visual mapping techniques.