Innovation Augmented by the Customer: From Ideation to Diffusion
Ruspil, Thomas Vellera, Cyrielle
Ruspil, Thomas
Vellera, Cyrielle
Publication Type
Book Chapter
Editor
Supervisor
Publication Year
2019-05-15
Journal
Book
Augmented Customer Strategy
Publication Volume
Publication Issue
Publication Begin page
59
Publication End page
76
Publication Number of pages
Collections
Abstract
This chapter provides a perspective on roles for customers upstream and downstream of the launch and the marketing of a new product or service. Marketing and customer relationship management should go beyond a one‐dimensional focus on the customer's contribution through their role as a buyer and encompass all forms of customer contributions from their new roles in upstream and downstream co‐creation. The customer becomes a co‐innovator when they participate in the processes of emerging ideas and designing new products or services and can then facilitate the dissemination of this product or service by becoming a co‐marketer who – through communication to peers – promotes the offer. To maximize their innovation potential, companies are seeking and producing ideas outside their own borders. Innovation is taking shape and is part of a collaborative, participatory and bottom‐up approach. The chapter presents the forms of co‐innovation and strategies available to companies to involve customers and users in innovation processes.
Research Projects
Organizational Units
Journal Issue
Keywords
35 Commerce, Management, Tourism and Services, 3503 Business Systems In Context, 3506 Marketing, 3507 Strategy, Management and Organisational Behaviour, 9 Industry, Innovation and Infrastructure