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Cambridge Service Alliance

At the forefront of service transformation in the digital era
 
Webinar 12 November 2018 - Co-Creation in Practice: Objectives and Outcomes

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

In this webinar, Katharina Greve presents the Alliance September paper on Co-Creation in Practice. Living labs (LLs) have emerged as a popular way to support the development of new competencies and sustain competitive advantage by involving users in the innovation process. However, while co-creation in LLs receives growing attention in the literature, the notion is still in its infancy. Given its novelty, it remains unclear to which degree LLs fulfil organisations’ expectations. The extant literature discusses the benefits of co-creation and how to involve users, however, less attention is paid to the expectations that organisations have when engaging with LLs and the extent to which their project objectives are met. To address these issues, the case of JOSEPHS® - a LL located in the city centre of Nuremberg, Germany, is explored. The findings reveal that LLs not only meet companies’ initial expectations but also deliver a number of unplanned outcomes. Contributions from this paper are extremely relevant both from an academic and practical point of view. For practitioners, this work provides a comprehensive perspective for those considering utilizing a LL. This study also offers insights that can support LLs in better managing their clients’ expectations and formulate their own value propositions more clearly. Finally, it provides a better understanding of the organisational co-creation experience in LLs and adds important new knowledge to the literature.

 

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.

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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.