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Exploring the ‘blac...
Exploring the ‘black box’ of customer co-creation processes
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- Trischler, Jakob (författare)
- Griffith University, Australia
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- Pervan, Simon J. (författare)
- Swinburne University of Technology, Australia
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- Scott, Donald Robert (författare)
- Southern Cross University, Australia
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(creator_code:org_t)
- Bingley, UK : Emerald Group Publishing Limited, 2017
- 2017
- Engelska.
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Ingår i: Journal of Services Marketing. - Bingley, UK : Emerald Group Publishing Limited. - 0887-6045. ; 31:3, s. 265-280
- Relaterad länk:
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https://urn.kb.se/re...
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visa fler...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- Purpose - Many firms use customer co-creation practices with the aim of benefiting from their customers' knowledge, skills and resources. This paper aims to explore co-creation processes which involve users with different background characteristics and motivational drivers.Design/methodology/approach -The study builds on an analysis of data from six teams in which users collaborated with in-house professionals for the development of new service concepts. Observations and open-ended questionnaires provided insights into the teams' development processes. Independent experts rated the generated concepts. The data were analysed using cross-comparison matrices.FindingsThe findings suggest that the co-creation process and outcomes can be influenced by numerous intra-team factors, including relationship and task conflicts, participation style, team bonding, team identity and cohesiveness and intra-team collaboration. Their occurrence and influence seem to be linked with a specific team composition. A conceptual co-creation process model and six propositions are used to describe the complex relationships between team composition, intra-team factors and key innovation outcomes.Research limitations/implications - Research that investigates user involvement in teams needs to consider the complexity of intra-team factors affecting the development process and outcomes. The findings are limited to a specific setting, design task and user sample. Future research should replicate this study in different sectors.Practical implications - Key to customer co-creation is the systematic recruitment of users based on their background characteristics and motivational drivers. For instance, the involvement of users with very specific innovation-related benefit expectations can cause conflict, leading to narrowly focused outcomes. This, however, can be mitigated by the form of facilitation and roles adopted by in-house professionals. Understanding intra-team dynamics can allow the firm to assemble and facilitate customer co-creation so that generated outcomes can align with set innovation targets.Originality/value -This paper provides original insights into the "black box" of the customer co-creation process and the complex relationship between team composition, intra-team factors and key innovation outcomes.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Service innovation
- Team research
- Service design
- Customer co-creation
- Företagsekonomi
- Business Administration
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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