Identifying typologies of user-innovators in value co-creation.

Conference presentation


Tran, M.K (2015). Identifying typologies of user-innovators in value co-creation. Academy of Marketing. University of Hull 03 - 06 Jul 2017 AoM.
AuthorsTran, M.K
TypeConference presentation
Abstract

Since 1990s, customer competence has been recognised as a key source of co-creation in new product development (NPD). In high-technology product innovation, this concept is more pivotal since firms cannot achieve fast and successful innovation without collaboration and network. However, how to identify the right customers for collaborative product innovation in high-technology industry context is an unresolved question in both marketing theory and practice. This remaining question may stem from a lack of consensus in how extant research defined the two key considerations in
co-creation activities, named as ‘innovation typologies’ and ‘degree of co-creation’. To address the gap and further develop the traditional concepts in NPD, this research
is aimed to gain an insight of customers’ behaviour in high-technology industry context. Within the scope of research, this paper will employ ‘user-innovator’ as the main body of knowledge to develop study on their behaviours and competence in various stages of NPD process. Participant observation and in-depth interview techniques will be conducted amongst participants in Robotics project run by researchers in the University of Birmingham and a co-creatin process run by IBM.
The study is expected to identify clusters of user-innovators from a holistic view, understand their competence in co-creation and gain a broader perspective in approaching innovation attempts. In addition to its originality in literature of cocreation and consumer behaviour, this study will bring valuable contributions in assisting firms to achieve a higher degree of co-creation with customers, including a generation of tacit knowledge which is widely known to be difficult to transform in high-technology context.

KeywordsCustomer co-creation, user-innovator, high-technology product innovation, innovation typologies
Year2015
PublisherAoM
Web address (URL)https://www.academyofmarketing.org/conference/conference-history/conference-2015/
Accepted author manuscript
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Accepted manuscript
File Access Level
Open
Publication dates
PrintJul 2015
Publication process dates
Deposited23 Dec 2020
ISBN9781905952649
Web address (URL) of conference proceedingshttps://www.academyofmarketing.org
Additional information

This paper appeared in the AM proceedings

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https://openresearch.lsbu.ac.uk/item/8vqz2

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