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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

While innovation is a strategic priority for managers and policy makers, ways to improve and foster it are complex and require an approach that must continuously adapt and evolve. For this reason, organisations are increasingly using open innovation to reach beyond their own boundaries, enhance internal innovation and expand their markets. Living labs provide a new platform for companies to engage customers in a process of co-creation. In order to develop new products and services that better meet consumers’ wants and needs, it is however crucial to identify elements that facilitate co-creation in living labs. 

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 co-creation in living labs
  • explaining the drivers of co-creation in living labs
  • developing guidelines for successful customer co-creation in living labs

How does successful co-creation happen in living labs?

  1. How should customers be integrated into the co-creation process in living labs?
  2. How should firms manage business processes to successfully support 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 is a living laboratory for new product and service development as well as testing with real users. The project is initiated by the Fraunhofer Center for Applied Research for Supply Chain Services (SCS) in cooperation with the Chair of Information Systems at Friedrich-Alexander-University Erlangen-Nuremberg. The project is funded by the Bavarian Ministry for Economic Affairs and Media, Energy and Technology. Established in May 2014 in Nürnberg town centre, JOSEPHS attracts co-creators through its living lab which is an open space that is divided into five co-creation spaces each occupied by a company for three months under one theme. The data collection process is supported through Fraunhofer Institute technology such as facial recognition technology that can detect human emotion. Apart from the actual living lab, JOSEPHS also offers three additional areas: think tank, shop, and café.

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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Welcome to the December 2018 edition of the Cambridge Service Alliance Newsletter

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New paper on 'Gaining Customer Experience Insights That Matter' by Janet R. McColl-Kennedy, Mohamed Zaki, Katherine N. Lemon, Florian Urmetzer and Andy Neely published at Journal of Service Research

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Webinar 12 November 2018 - Co-Creation in Practice: Objectives and Outcomes

Nov 14, 2018

In this webinar, Katharina Greve presents the Alliance September Paper on Co-Creation in Practice.

New EPSRC Doctoral Studentship Opportunity

Nov 09, 2018

New EPSRC Doctoral Studentship Opportunity on Digital technology in the service design and lifecycle with Rolls Royce

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