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Service Co-Creation in Living Labs - Katharina Greve

Innovating with the user, for the user

Service Co-creation in Living Labs

Innovating with the user, for the user.

Background

For decades, the importance of services to the global economy has progressively increased whereas the importance of goods has declined. To realize service innovation, companies increasingly utilise living labs which follow an open innovation model allowing businesses to engage with users early in the creative process. As a consequence, co-creation with users and the insights derived from it are expected to better address both existing and emerging customer’s needs and wants (Leminen et al. 2012).

Objectives

The objective of the doctoral research is to contribute to the theoretical debate and managerial practice by:

  • contributing to the nascent development state of service co-creation
  • exploring the characteristics of physical living labs in relation to the quality and quantity of creative contributions
  • explaining the drivers of service innovation
  • developing guidelines for successful service innovation in living labs through customer co-creation

How does successful service co-creation happen in living labs?

  1. How should customers be integrated into the service co-creation process in living labs?
  2. How should firms manage business processes to successfully support service co-creation in living labs?
  3. How can living labs facilitate creative contributions by co-creators?

Method

Research Design

  • Exploratory qualitative research
  • Multiple case study approach
  • Cross-sectional analysis

Data collection

  • Semi-structured interviews
  • Observations
  • Focus groups

Pilot Study: JOSEPHS

KG Image of Josephs Living LabLiving lab in Nuremberg/Germany

In-depth interviews and observations: Managers, Administrators, Facilitator for co-creation, Users

About JOSEPHS

Josephs has 5 Business co-creation spaces for companies to present their products or services for 3 months under 1 theme. Visitors are encouraged to try out products/services and give feedback. 

Preliminary Findings

Based on the pilot at JOSEPHS, three key challenges in the co-creation process could be identified:

  • Education: Shift from passive consumer markets to markets as platforms for firms and active customers to jointly create value requires explanation and education of customers and firms to stimulate the co-creation process. 
  • Execution: Turning an idea or prototype into an engaging and interactive service whilst encouraging customers to provide feedback without limiting their creativity. 
  • Exploitation: Capturing feedback and customer behaviour appropriately, collecting information, processing data and communicating findings accurately and effectively.

Contact: Katharina Greve

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