Linking Service and Innovation Processes on the Internet: A Framework for Customer-Firm Constellations in Electronic Networks
ISBN
978-3-319-10864-3
Type
conference paper
Date Issued
2009-06-15
Author(s)
Editor(s)
Leroy Robinson, Jr.
Abstract
Co-creation on the Internet mainly refers to product development tasks undertaken in collaboration with customers, though customers participate even more closely in service creation. As the relational potential of customer-firm interactions becomes increasingly important, this article attempts to foster a deeper understanding of the role of the Internet in different types of service and innovation processes, capable of both generating implicit knowledge in a value network of collaborating actors and bringing ideas to the market. A cross-case study reveals that operant resources on the Internet build around the buying process of the customer while also drawing a circle through the value chain. The architecture of the value chain changes from a single-directed stream to a loop of knowledge exchange that includes almost every vertical stage. When exploiting the relational capacity of customer-firm interactions on the Internet, firms therefore cannot assign customer input to a certain functionality but rather must decipher it through interdisciplinary approaches that involve the cooperation of multiple areas.
Language
German
Keywords
Internet
Innovation
Service
Value Proposition
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference
Publisher
Springer
Publisher place
Cham
Start page
104
Event Title
Academy of Marketing Science (AMS) Annual Conference 2009
Event Location
Baltimore
Event Date
20.-23.05.2009
Subject(s)
Division(s)
Eprints ID
54153