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dc.contributor.authorGustafsson, Anders
dc.contributor.authorKristensson, Per
dc.contributor.authorWitell, Lars
dc.date.accessioned2012-07-12T10:48:46Z
dc.date.available2012-07-12T10:48:46Z
dc.date.issued2012
dc.identifier.issn1757-5818 (e-utg)
dc.identifier.urihttp://hdl.handle.net/11250/93574
dc.descriptionThis is the authors’ final, accepted and refereed manuscript to the articleno_NO
dc.description.abstractPurpose – 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.no_NO
dc.language.isoengno_NO
dc.publisherEmeraldno_NO
dc.subjectCustomer co-creationno_NO
dc.subjectInnovationno_NO
dc.subjectService-Dominant Logic (SDL)no_NO
dc.subjectCommunicationno_NO
dc.subjectPro-active market orientationno_NO
dc.titleCustomer co-creation in service innovation: a matter of communication?no_NO
dc.typeJournal articleno_NO
dc.typePeer reviewedno_NO
dc.source.pagenumber311-327no_NO
dc.source.volume23no_NO
dc.source.journalJournal of Service Managementno_NO
dc.source.issue3no_NO
dc.identifier.doihttp://dx.doi.org/10.1108/09564231211248426


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