Service innovation within public universities: implementing new service operations for social and racial inclusion
Authors: Condé Giuliano Magno de Oliveira , Bruno-Faria Maria de Fátima 
Published: November 2023

Purpose
This study aims to explore the configuration of a public university service innovation: the phenotypic evaluation of self-declared black and brown applicants for access to college undergraduate courses through racial quota in a Brazilian federal higher education institution (HEI).

Design/methodology/approach
By using qualitative methods and collecting data through semistructured interviews, this case study raises new explanatory aspects about service innovation in a noncommercial context.

Findings
Diversity in team composition and users’ sense of belonging emerged as unprecedented aspects of service innovation. The present study also coined another concept not verified in the literature: service cross-coproduction.

Research limitations/implications
Regarding the limitations of the study, the technological dimension, despite having been shown to underlie the political–administrative process of innovations in services, given its importance reinforced by the literature and the current temporal context itself, did not emanate from the data collected. In addition, the fact that the service innovation investigated has occurred recently prevented longitudinal research that could detail the effects of phenotypic evaluation on institutional performance indicators.

Practical implications
The ethical–methodological care used in the interaction and preservation of the psychological integrity of the users in the case study proved to be subject to systematization and has great potential to enhance the service experience of the users through the humanization of the service delivery process. The linkage of the user’s perception to the phenotypic diversity of people working in the new service provision highlights the importance of incorporating themes such as the diversity of teams’ composition and representative bureaucracy to the scientific production of service innovation and their role in coproduction. The findings suggest that the resource allocation supply of basic goods and services needed to provide the new service reduces the individual risk of academic community members involved with innovation. Further studies could explore this relation.

Social implications
Among the internal factors that influenced the configuration of service innovation, the idea of diversity in the team’s composition stood out. It based the phenotypic evaluation commission’s diverse constitution on gender, race, occupation and even nationality. It conferred greater legitimacy on service innovation, increasing the representation of groups that may not feel represented in public service delivery processes.

Originality/value
The results of the phenotypic evaluation case point to a new coproduction form emanating from the constitutive diversity of the phenotypic evaluation board members. This new type of coproduction is directly related to the complex, integrated and interdependent nature of the services that complement each other to enable the achievement of the objectives of a public university.