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Managing Online User Co-creation in Service Innovation

  • Lars BengtssonEmail author
  • Natalia Ryzhkova
Chapter

Abstract

In many economic sectors the users of existing products are the largest source of innovation, particularly so in the service industries. Users as an important source for innovations combined with the advent of web 2.0 have increased interest in online innovation tools. Nevertheless, the understanding of how to systematically generate, converse and exploit user and customer knowledge in the service development process remains limited. The purpose of the paper is to present a framework of capabilities and related management practices to the effective management of different types of online service innovation tools. The framework highlights the development of three types of service innovation capabilities and related processes: (a) online service exploration capability in order to find, direct and motivate users to contribute, (b) online service conversion capability in order to select, develop and appropriate users’ contributions, and (c) online service exploitation capability in order to transfer, integrate and combine users’ contributions into service offerings. In order to effectively utilize online service innovation tools a company need to develop these capabilities and related management practices. The framework and the management practices are built mainly on previous research on customer co-creation, user innovation and online innovation tools but also on case studies performed by the authors. The framework and management practices will be illustrated by a case study on a major telecom operator company’s use of an innovation web site in order to generate ideas, test and design prototypes of new mobile services.

Keywords

Online service innovation User co-creation Service innovation capabilities Online innovation tools 

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Copyright information

© Springer-Verlag London 2015

Authors and Affiliations

  1. 1.Department of Production Management, Faculty of EngineeringLund UniversityLundSweden
  2. 2.School of ManagementBlekinge Institute of TechnologyKarlskronaSweden

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