Abstract
The concepts of market orientation in innovation practices and its interrelationship with business success has been explored from a number of perspectives for establishing deeper understanding of the role of the customer/user in the innovation process. User oriented design offers a significant role in the success of innovation of products and services and is found to be an effective way for value creation and competitive advantage. Value of any service is created, comprehended and defined by the customer/user in the situation of service use, also called value-in-use.
This study aims to make explicit the process of integrating/involving the customer/user in the innovation process and of conceptualising customer value creation, by identifying different perspectives of customer value creation. Subsequently open innovation is investigated as a tool for integrating customers/users in the innovation process, in particularly in the ideation stage of innovation. Open innovation, is a paradigm that assumes that companies can and should use external ideas in addition to internal ideas in order to create value. Open innovations also assume that internal ideas can be taken to market by external channels, outside the current business of the company. Online social networks are in particular suitable channels for creating value in the light of open innovation. Potential ways for gaining added business value through the use of social networking practices are investigated.
Keywords
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Siakas, D., Siakas, K. (2016). User Orientation through Open Innovation and Customer Integration. In: Kreiner, C., O'Connor, R., Poth, A., Messnarz, R. (eds) Systems, Software and Services Process Improvement. EuroSPI 2016. Communications in Computer and Information Science, vol 633. Springer, Cham. https://doi.org/10.1007/978-3-319-44817-6_28
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