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On the data-driven generation of new service idea: integrated approach of morphological analysis and text mining
Service Business  (IF2.791),  Pub Date : 2021-06-21, DOI: 10.1007/s11628-021-00449-6
Mingyu Park, Youngjung Geum

Data-driven new idea generation becomes imperative in recent business environment where big data analytics becomes an excellent remedy for innovation. Text-mining, therefore, has been popular for developing new ideas. However, previous studies relied on using all keywords, neglecting a systematic extraction of service-specific keywords. Therefore, this study suggests a new method for developing new service ideas—a data-driven morphological analysis for service ideation. The service-specific keyword extraction and filtering process are suggested to the data-driven morphological analysis. This study is expected to help managers to generate more service-specific and creative ideas for new services.