Value innovation: for and with customers
by Meeta Dasgupta
International Journal of Indian Culture and Business Management (IJICBM), Vol. 16, No. 3, 2018

Abstract: Contemporary organisations, to be successful, have to think in terms of creating value for their customers. Should organisations collaborate with customers to understand how value can be created for them? Such understanding would not only create value for the focal firm but also increase acceptance of the product or service by the customers. The purpose of this paper is to first present a theoretical model linking co-creation with value innovation, and secondly to through two in-depth case studies re-examine empirically the role of customers in a service value innovation initiative. The study discovers the role of customers as co-implementers in the value innovation process. As co-implementers customers also serve a mechanism for increasing the acceptance of the service value innovation. Involvement of customers in the stages prior to implementation is fraught with challenges.

Online publication date: Tue, 03-Apr-2018

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