Managing innovation through customer coproduced knowledge in electronic services: An exploratory study |
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| Authors: | Vera Blazevic Annouk Lievens |
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| Institution: | (1) Faculty of Economics and Business Administration, Department of Marketing, Maastricht University, P.O. Box 616, 6200 MD Maastricht, The Netherlands;(2) Faculty of Applied Economic Sciences, Department of Marketing, University of Antwerp, Prinsstraat 13, 2000 Antwerp, Belgium |
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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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| Keywords: | Customer collaboration Knowledge creation Innovation |
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