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Co-creation in Radical Service Innovation: A Systematic Analysis of Microlevel Processes

机译：根本服务创新中的共创：微观流程的系统分析

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This empirical paper presents the results of a detailed case-study investigation of co-creation in radical service innovation. The rationale for the paper is that detailed interventions must be tracked to offer a realistic account of how co-creation occurs. This provides a strong empirical contribution to the emerging body of scholars developing the co-creation paradigm, predominantly characterized by conceptual advances in service-dominant logic. Our focus is on radical service innovation, which is disruptive in the sector. The overall aim of the paper is to unravel the nature of microlevel processes of co-creation in radical service innovation. The study adopts sequential analysis to examine co-creation. Patterns of sequences of actions and interactions associated with 40 incremental developments, involving multiple actors, are investigated. These co-created innovative developments underpin the emergence of a radical telematics-based motor insurance service. The findings suggest that the co-creation path is not simple or uni-faceted, and the paper unravels the nature of complex patterns of activities and interactions, Our in-depth systematic analysis illuminates a combination approach with two main patterns of sequences: one dominated by ad-hoc and enduring independent innovation activities by network actors and one dominated by lead-firm innovation and interaction activity. The findings advance knowledge of the way co-creation occurs in radical service innovation. The study results suggest that managerial attention be placed to, first, finding ways to induce independent innovative behavior from network partners and, second, to the development of interaction mechanisms to foster sharing and visualization of such innovation advances.
机译：这篇经验论文提出了对激进服务创新中共同创造进行详细案例研究的结果。本文的理由是，必须跟踪详细的干预措施，以提供有关共创造如何发生的现实说明。这为发展共创范式的新兴学者群体提供了强大的经验贡献，这些共创范式主要以服务主导型逻辑的概念发展为特征。我们专注于彻底的服务创新，这在该行业具有颠覆性。本文的总体目标是揭示激进服务创新中共同创造的微观过程的本质。该研究采用顺序分析来检验共同创造。研究了涉及多个参与者的与40个增量发展相关的动作和交互序列的模式。这些共同创造的创新发展为基于远程信息处理的汽车保险服务的兴起奠定了基础。研究结果表明，共同创造的路径并非简单或单面，并且本文揭示了活动和互动的复杂模式的本质。我们的深入系统分析阐明了一种具有两种主要序列模式的组合方法：一种主导通过网络参与者的临时性和持久性自主创新活动，以及以铅公司创新和互动活动为主导的活动。这些发现提高了对激进服务创新中共创方式的认识。研究结果表明，管理者应首先关注寻找从网络合作伙伴中诱发独立创新行为的方法，其次，发展互动机制以促进此类创新进展的共享和可视化。

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  • 来源
    《Journal of product innovation management》 |2012年第6期|p.935-951|共17页
  • 作者

    Helen Perks; Thorsten Gruber; Bo Edvardsson;

  • 作者单位

    Manchester Business School, University of Manchester, Booth Street West, MBS West, Manchester, M15 6PB, UK;

    Market-ing and service management at Manchester Business School, University of Manchester, UK;

    Karlstad University, Sweden and Professor II at Norwegian School of Economics (NHH) in Bergen;

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