Managing innovation through customer coproduced knowledge in electronic services: An exploratory study

Marketing theory and practice both recognize the increasing importance of customer collaboration for service provision and innovation. As part of such customer collaboration, customers of electronic services coproduce knowledge in varying degrees. An evolving phenomenon, knowledge coproduction has y...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science Vol. 36; no. 1; pp. 138 - 151
Main Authors: Blazevic, Vera, Lievens, Annouk
Format: Journal Article
Language:English
Published: Boston Springer US 01.03.2008
Springer Nature B.V
Subjects:
Business and Management
Collaboration
Customer services
Knowledge
Marketing
Original Empirical Research
Qualitative research
Social Sciences
Studies
Customer collaboration
Knowledge creation
Innovation
ISSN:0092-0703, 1552-7824
Online Access:Get full text
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Summary:Marketing theory and practice both recognize the increasing importance of customer collaboration for service provision and innovation. As part of such customer collaboration, customers of electronic services coproduce knowledge in varying degrees. An evolving phenomenon, knowledge coproduction has yet to receive much research attention; we therefore conduct a qualitative study of the roles customers play in knowledge coproduction and their resultant influence on different innovation tasks from a service provider view. Data from three electronic service interaction channels, involving managers, engineers, and customers; case study findings; and an extensive literature review indicate the importance of knowledge coproduction by customers and its ability to improve different tasks substantially during innovation activities. The results show three different roles of customers in knowledge coproduction and explain comprehensively how each role impacts various innovation tasks.
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ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-007-0064-y