Kundenintegration zwischen Kooperation und Delegation — Konzepte und Relevanz aus Managementsicht

Prominent industry projects, as well as an extensive literature suggest the importance of customer integration for companies' innovation success. This appears to be especially true for service firms, which inherently build on customer interaction. Despite this appreciation of the approach, there are comparably few empirical analyses of the positive and negative effects of customer integration. In this exploratory study, we build on established customer role concepts to study the status quo of customer integration in industry, as well as reservations against the roles and negative experiences from customer integration projects. The study reveals a gap between reservations and actual negative experiences in losing know-how, as well as a positive effect of experience in customer integration on perceived benefits for the company. In the next section we introduce and discuss the individual customer roles. This is followed by the description of the methodology and the presentation of the results from the empirical study conducted. Thereafter, we present a discussion of the results, incorporating findings from two subsequent expert interviews and an outlook on future work. Customer RolesThere are different roles a customer can adopt when he is involved in a company's innovation processes. While typical functions of the customer are widely discussed in the corresponding literature

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Kundenintegration zwischen Kooperation und Delegation — Konzepte und Relevanz aus Managementsicht

Cited by 3 publications

References 20 publications

Das Risiko der Integration des Kunden in den Erstellungsprozess bei Dienstleistungen. Theoretische Grundlagen und Konsequenzen für Kommunikation, Marketing und Unternehmensführung

Das Risiko der Integration des Kunden in den Erstellungsprozess bei Dienstleistungen. Theoretische Grundlagen und Konsequenzen für Kommunikation, Marketing und Unternehmensführung

Webbasiertes Kundenmonitoring in der Kreativwirtschaft

Customer Integration in Service Innovation: An Exploratory Study

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