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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| Published in: | Journal of the Academy of Marketing Science Vol. 36; no. 1; pp. 138 - 151 |
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| Main Authors: | , |
| Format: | Journal Article |
| Language: | English |
| Published: |
Boston
Springer US
01.03.2008
Springer Nature B.V |
| Subjects: | |
| ISSN: | 0092-0703, 1552-7824 |
| Online Access: | Get full text |
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| Abstract | 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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| AbstractList | 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. Issue Title: Special Issue: Service-Dominant Logic: Continuing the Dialog. Guest Editors: Robert F. Lusch and Stephen L. Vargo 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.[PUBLICATION ABSTRACT] |
| Author | Lievens, Annouk Blazevic, Vera |
| Author_xml | – sequence: 1 givenname: Vera surname: Blazevic fullname: Blazevic, Vera email: v.blazevic@mw.unimaas.nl organization: Faculty of Economics and Business Administration, Department of Marketing, Maastricht University – sequence: 2 givenname: Annouk surname: Lievens fullname: Lievens, Annouk organization: Faculty of Applied Economic Sciences, Department of Marketing, University of Antwerp |
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| Title | Managing innovation through customer coproduced knowledge in electronic services: An exploratory study |
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