Modular Services Innovation Performance Measurement Based on Game Cross-Efficiency DEA Model —Taking the Cultural and Creative Industries in Jiangxi as an Example

As a new form of organization, service modular is an important factor affecting business innovation performance. Taking the cultural and creative industries of Jiangxi Province as an example, this paper started with three key variables: the loosely coupled nature of the organization, standard interface specification, and service customization level, based on game cross-efficiency DEA model. We also measured, contrasted and analyzed modular service at two levels of innovation performance and services modularity. The study finds that service modularization degree is lower than 40%; it brings a significantly promoting effect on the innovation performance, when the service module exceeds the limit; it will give a negative impact on innovation performance. Improving the loosely coupled nature of the organization, standard interface specification and service customization level can enhance enterprises’ innovation performance.

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