Title: Value innovation: for and with customers

Authors: Meeta Dasgupta

Addresses: Management Development Institute, Sukhrali, Gurgaon-Haryana, India

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.

Keywords: perceived customer value; co-creation; value innovation; education services; creative value.

DOI: 10.1504/IJICBM.2018.090901

International Journal of Indian Culture and Business Management, 2018 Vol.16 No.3, pp.264 - 286

Received: 02 Jan 2017
Accepted: 16 Jun 2017
Published online: 03 Apr 2018 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article