Research methodology in adapting service innovation and competitive advantage in Malaysian telecommunications industry

The waves of change and rapid development of service innovations urge industries and firms to seek new ways to compete and survive. Just as a cyclone of emerging new technologies seem to influx the market, new research methodology and business model are discussed in many research areas. Knowledge of this important domain of service innovation implement in research methodology remains limited and relatively small amount of literature addresses this specific topic. This paper therefore aims to develop a strategic research methodology that is workable to determine the best appropriate research methodology approach in the relationship study between service innovations and competitive advantage in telecommunication industry. This study focus on quantitative approach which relates with objectives, research questions and target populations. This paper adopts the approach in its efforts to explore a new body of knowledge in telecommunications industry mix focusing on the themes derived from business research forces and framing innovative research methodology solutions for the service innovation in telecommunication business milieu in Malaysia. Comparisons of few analysis tools quantitative (Smart PLS 3.0, and AMOS SEM) further discuss. The advantages and disadvantages in this study which leads helicopter view of options in choosing the best research tools. Therefore, this study is important to managers’ level and academia to expand the latest research methodology approach to implement in business research.