skip to content

Cambridge Service Alliance

At the forefront of service transformation in the digital era
 
Co-creation in Practice: Objectives and Outcomes

Katharina Greve attended the 25th Innovation and Product Development Management Conference (IPDMC) at the Faculty of Engineering, University of Porto, Portugal.

Katharina Greve attended the 25th Innovation and Product Development Management Conference (IPDMC) at the Faculty of Engineering, University of Porto, Portugal. The conference paper ‘Co-creation in Practice: Objectives and Outcomes’, which Katharina presented at the conference, is co-authored by Dr Veronica Martinez and Prof Andy Neely.

The study identifies different types of co-creation project objectives that companies pursue at JOSEPHS® - a physical living laboratory. Located in the city centre of Nuremberg in Germany, JOSEPHS® is open to the public and enables the active involvement of users in the development, introduction and commercialisation of new services and products. The rotating themes in the living lab allow for a variety of innovation projects to be carried out. The study also reports the realised co-creation outcomes of these projects, comparing them with initial objectives. Seven categories of project objectives and eight categories of outcomes are identified. The study reveals that the vast majority of companies not only meet their initial expectations, but more than half of them also achieve unexpected, additional project outcomes. The findings of the study are of particular relevance to living lab facilitators and companies. For facilitators, it is important to understand the objectives behind a company’s co-creation project to be able to tailor the facilitation service to its needs. Furthermore, evaluating the project success by examining the congruence or discrepancy between planned objectives and outcomes helps to assess the success of the living lab and improve current living lab operations. Finally, comparing project objectives to realised outcomes allows companies to learn from their experience and adjust their actions and expectations in future co-creation projects.

Katharina’s presentation at the 25th IPDMC offered insights into two areas of ‘The 5Ps for co-creation facilitation in living labs’ framework which presents the conditions to allow for systematic and tailored facilitation services. 

 

Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • a unique global alliance between leading businesses and universities;
  • bringing together the world's leading firms and academics;
  • all of whom are devoted to delivering today the tools, education and insights needed for the complex service solutions of tomorrow.

LinkedIn

Follow us on Twitter

Latest news

Bouygues Construction joins the Cambridge Service Alliance

27 May 2021

We are delighted to announce that Bouygues Construction has joined the Cambridge Service Alliance, Institute for Manufacturing (IfM), University of Cambridge as a new industry member alongside our existing partners HCL Technologies , Caterpillar Inc. , Perkins Engines Company Limited and CEMEX . Press release

'Using AI to Track How Customers Feel — In Real Time' published in the Harvard Business Review

13 May 2021

The paper 'Using AI to Track How Customers Feel — In Real Time' by Mohamed Zaki, Janet R. McColl-Kennedy and Andy Neely has been published in Harvard Business Review.

Industry Day 2020 | What we learnt

6 December 2020

What is the future of services in the new pandemic-driven era? This was the topic explored at our 2020 Industry Day by senior executives from L'Oréal, Microsoft Research, Manchester United and start-up, Fairjungle.