Customer co-creation in service innovation: a matter of communication?
Journal article, Peer reviewed
Permanent lenke
http://hdl.handle.net/11250/93574Utgivelsesdato
2012Metadata
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- Scientific articles [2223]
Originalversjon
10.1108/09564231211248426Sammendrag
Purpose – Customer co-creation is becoming increasingly popular among companies, and intensive communication with customers is generally seen as a determinant of the success of a new service or product. This study analyzes customer co-creation based on four dimensions of communication – frequency, direction, modality, and content – in order to understand the value of customer co-creation in service innovation. One of the key aims of the study was to investigate whether all dimensions of customer co-creation have an effect on product and market success, and if the effect depends on the degree of innovativeness of a development project.
Design/methodology/approach – The authors conducted a study including 334 managers with experience in new service and product development to examine how development projects applied customer co-creation in terms of communication in order to address future customer needs. Data was analyzed using PLS (partial least squares). The first analysis was performed with a sub-sample of 207 development projects regarding incremental innovations. A subsequent analysis was performed with a sub-sample of 77 development projects on radical innovations.
Findings – Three of the four dimensions of customer co-creation (frequency, direction, and content) have a positive and equally significant effect on product success when developing incremental innovations. For radical innovations, frequency has a positive effect and content has a negative significant effect on product success. These findings suggest that co-creation and innovation can be combined, but that the choice of methods for co-creation differs depending on whether incremental or radical innovations are developed.
Originality/value –Despite a general consensus that co-creation with customers is beneficial, there is a lack of agreement regarding how and why. The present article addresses this shortcoming and shows that co-creation is largely about communicating with customers in order to understand their future needs. On the other hand, a company working on radical innovations may wish to limit customer input that is too concrete or solution based.
Beskrivelse
This is the authors’ final, accepted and refereed manuscript to the article