This research aims to show how innovation, implemented as servitization activities, can facilitate retail organizations to generate, capture, and deliver value in the long run throughout their value chain. On the one hand, it offers a new perspective on servitization in the retail industry, an area where there is scarce published literature. On the other hand, it offers a new outlook of innovation servitization in the retail supply chain. Again, this is a research gap in the body of knowledge. For this purpose, we study an interesting case study of a relevant grocery retail store in Spain and Portugal. We adopt a multi-actor approach, analysing how a leading retail company in the grocery sector, Mercadona, has based its growth, international expansion, and competitiveness on developing servitization by introducing innovative services into its value chain. This development, conducted with its suppliers, employees, and customers, signifies an exceptional case of worldwide co-innovation with customers and suppliers. Mercadona has forged a co-innovation program based on a robust, total-quality culture that has transformed its value chain and expanded its business internationally. Its strategy is based on its customers’ emotional loyalty, underpinned by social media networks and a strong brand image. Its approach has enabled the development and growth of numerous SME suppliers, creating an excellent capacity for innovation. We conclude how this process drives a significant driver effect which affects the entire supply chain, given that these SME suppliers frequently outsource their innovation activities. In parallel, there is scarce literature on servitization in the retail sector, especially in the food and supermarket sector, and how a retailer can push the manufacturer to add value to its servitization process through co-innovation.

本研究旨在展示以服务化活动形式实施的创新如何能够促进零售组织在整个价值链中长期生成、获取和交付价值。一方面，它为零售业的服务化提供了新的视角，而零售业是一个出版文献稀缺的领域。另一方面，也为零售供应链创新服务化提供了新的前景。同样，这是知识体系中的研究空白。为此，我们对西班牙和葡萄牙的一家相关杂货零售店进行了一个有趣的案例研究。我们采用多角色方法，分析杂货行业领先的零售公司 Mercadona 如何实现其增长、国际扩张、通过将创新服务引入价值链来发展服务化的竞争力。这一开发是与供应商、员工和客户一起进行的，标志着全球范围内与客户和供应商共同创新的一个特殊案例。Mercadona 制定了一个基于强大、全面质量文化的联合创新计划，该计划改变了其价值链并在国际上拓展了业务。其战略基于客户的情感忠诚度，并以社交媒体网络和强大的品牌形象为基础。它的方法促进了众多中小企业供应商的发展和壮大，创造了卓越的创新能力。我们得出结论，这个过程如何产生显着的驱动效应，从而影响整个供应链，鉴于这些中小企业供应商经常将其创新活动外包。与此同时，关于零售行业（尤其是食品和超市行业）的服务化以及零售商如何通过共同创新推动制造商为其服务化流程增加价值的文献很少。