Skip to main content
SpringerLink
Log in

User Orientation through Open Innovation and Customer Integration

  • Conference paper
  • First Online:
Book cover Systems, Software and Services Process Improvement (EuroSPI 2016)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 633))

Included in the following conference series:

Abstract

The concepts of market orientation in innovation practices and its interrelationship with business success has been explored from a number of perspectives for establishing deeper understanding of the role of the customer/user in the innovation process. User oriented design offers a significant role in the success of innovation of products and services and is found to be an effective way for value creation and competitive advantage. Value of any service is created, comprehended and defined by the customer/user in the situation of service use, also called value-in-use.

This study aims to make explicit the process of integrating/involving the customer/user in the innovation process and of conceptualising customer value creation, by identifying different perspectives of customer value creation. Subsequently open innovation is investigated as a tool for integrating customers/users in the innovation process, in particularly in the ideation stage of innovation. Open innovation, is a paradigm that assumes that companies can and should use external ideas in addition to internal ideas in order to create value. Open innovations also assume that internal ideas can be taken to market by external channels, outside the current business of the company. Online social networks are in particular suitable channels for creating value in the light of open innovation. Potential ways for gaining added business value through the use of social networking practices are investigated.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Abrahamsson, P.: Project manager’s greetings - agile greetings. Agile Newsl. 1, 1 (2005)

    Google Scholar 

  • Aranha, E.A., Garcia, N.A.P., Correa, G.: Open innovation and business model: a Brazilian company case study. J. Technol. Manag. Innov. 10(4), 91–98 (2015)

    Article  Google Scholar 

  • Auh, S., Bell, S.J., McLeod, C.S., Shih, E.: Co-production and customer loyalty in financial services. J. Retail. 83(3), 359–370 (2007)

    Article  Google Scholar 

  • Berki, E., Georgiadou, E., Siakas K.: A methodology is as strong as the user involvement it supports. In: International Symposium on Software Engineering in Universities - ISSEU, 7–9 March 1997, Rovaniemi, pp. 36–51 (1997)

    Google Scholar 

  • Boyd, D., Ellison, N.B.: Social network sites: definition, history, and scholarship. J. Comput. Mediated Commun. 13(2), 210–230 (2007)

    Article  Google Scholar 

  • Boyer, K.K., Hallowell, R., Roth, A.V.: E-services: operating strategy – a case study. J. Oper. Manag. 20(2), 175–188 (2002)

    Article  Google Scholar 

  • Sheriff, M., Georgiadou, E., Abeysinghe, G., Siakas, K.: INCUVA: a meta-framework for sustaining the value of innovation in multi-cultural settings. In: McCaffery, F., O’Connor, R.V., Messnarz, R. (eds.) EuroSPI 2013. CCIS, vol. 364, pp. 270–281. Springer, Heidelberg (2013)

    Chapter  Google Scholar 

  • Chesbrough, H.W.: Open innovation: the new imperative for creating and profiting from technology. Boston, MA (2003)

    Google Scholar 

  • Chesbrough, H.W.: Open Services Innovation: Rethinking Your Business to Grow and Compete in a New Era. Jossey-Bass, San Francisco (2011)

    Book  Google Scholar 

  • Christensen, C.M., Raynor, M.E.: The Innovator’s Solution. Harvard Business School Press, Boston (2003)

    Google Scholar 

  • Chiaroni, D., Chiesa, V., Frattini, F.: The open innovation journal: how firms dynamically implement emerging innovation management paradigm. Technovation 31(1), 34–43 (2011)

    Article  Google Scholar 

  • Dahan, E., Hauser, J.R.: The virtual customer. J. Prod. Innov. Manag. 19(5), 332–353 (2002)

    Article  Google Scholar 

  • Dahlander, L., Gann, D.M.: How open is innovation? Res. Policy 39(6), 699–709 (2010)

    Article  Google Scholar 

  • de Wit, J., Dankbaar, B., Vissers, G.: Open innovation: the new way of knowledge transfer? J. Bus. Chem. 4(1), 11–19 (2007)

    Google Scholar 

  • Ebersberger, B., Bloch, C., Herstad, S., Van de Velde, E.: Open innovation practices and their effect on innovation performance. Int. J. Innov. Technol. Manag. 9(6), 125–140 (2012)

    Article  Google Scholar 

  • Enkel, E., Perez-Freije, J., Gassmann, O.: Minimizing market risks through customer integration in new product development: learning from bad practice. Authors J. Compilation 14(4), 425-437 (2005a)

    Google Scholar 

  • Enkel, E., Kausch, C., Gassmann, O.: Managing the risk of customer integration. Eur. Manag. J. 23(2), 203–213 (2005b)

    Google Scholar 

  • Frankenberger, K., Wiblen, T., Gassman, O.: The antecedents of open business models: an exploratory study of incumbents firms. R&D Manag. 44(2), 173–188 (2014)

    Article  Google Scholar 

  • Gassman, O., Enkel, E., Chesbrough, H.: The future of open innovation. R&D Manag. 40(3), 213–221 (2010)

    Article  Google Scholar 

  • Gay, B.: Open innovation, networking, and business model dynamics: the two sides. J. Innov. Entrepreneurship 3(2), 1–20 (2014)

    Google Scholar 

  • Georgiadou, E., McGuinness, C., Siakas, K., Koukourakis, M., Repanovici, A., Khan, N., Rahanu, H.: A framework for quality management of information literacy projects and the role of ICTS. International Journal of Human Capital and Information Technology Professionals (IJHCITP) (2016, in press)

    Google Scholar 

  • Georgiadou, E., Siakas, K.: VALO5 – innovation, maturity growth, quality and valorisation. In: McCaffery, F., O’Connor, R.V., Messnarz, R. (eds.) EuroSPI 2013. CCIS, vol. 364, pp. 294–299. Springer, Heidelberg (2013)

    Chapter  Google Scholar 

  • Gould, R.W.: Open innovation and stakeholder engagement. J. Technol. Manag. Innov. 7(3), 1–11 (2012)

    Article  Google Scholar 

  • Gross, R., Acquisti, A.: Information revelation and privacy in online social networks. In: Proceedings of WPES 2005, pp. 71–80 (2005)

    Google Scholar 

  • Grönroos, C.: Adopting a service business logic in relational business-to-business marketing: value creation, interaction and joint value co-creation. Otago Forum 2, Academic Papers No. 15, 8–12 December 2008, University of Otago, Dunedin, New Zealand (2008)

    Google Scholar 

  • Haythornthwaite, C.: Social networks and internet connectivity effects. Inf. Commun. Soc. 8(2), 125–147 (2005)

    Article  Google Scholar 

  • Heinonen, K., Strandvik, T., Mickelsson, K.-J., Edvardsson, B., Sundström, E., Andersson, P.: A customer-dominant logic of service. J. Serv. Manag. 21(4), 531–548 (2010)

    Article  Google Scholar 

  • Herstatt, C., von Hippel, E.: From experience: developing new product concepts via the lead user method: a case study in a “low-tech” field. J. Prod. Innov. Manag. 9(3), 213–221 (1992)

    Article  Google Scholar 

  • Huizingh, E.K.R.E.: Open innovation: state of the art and future perspectives. Technovation 31(1), 2–9 (2011)

    Article  Google Scholar 

  • Karlström, D., Runeson, P.: Combining agile methods with stage-gate project management. IEEE Softw. 22(3), 43–49 (2005)

    Article  Google Scholar 

  • Kim, A.J.: Community Building on the Web. Peachpit Press, Berkeley (2000)

    Google Scholar 

  • Kozinets, R.V.: On Netnography: initial reflections on consumer research investigations of cyberculture. In: Alba, J.W., Hutchinson, J.W. (eds.) Advances in Consumer Research, vol. 25, pp. 366–371, Provo (2002)

    Google Scholar 

  • Kujala, S.: User involvement: a review of the benefits and challenges. Behav. Inf. Technol. 22, 1–17 (2003)

    Article  Google Scholar 

  • Laursen, K., Salter, A.: Open for innovation: the role of openness in explaining innovation performance among UK manufacturing firms. Strat. Manag. J. 27(2), 131–150 (2006)

    Article  Google Scholar 

  • Lengnick-Hall, C.A.: Customer contributions to quality: a different View of the customer-oriented firm. Acad. Manag. Rev. 21(3), 791–824 (1996)

    Google Scholar 

  • Lewrick, M., Omar, M., Williams Jr., R.L.: Market orientation and innovators’ success: an exploration of the influence of customer and competitor orientation. J. Technol. Manag. Innov. 6(3), 49–61 (2011)

    Article  Google Scholar 

  • Lovelock, C.H., Young, R.F.: Look to customers to increase productivity. Harv. Bus. Rev. 57(3), 168–178 (1979)

    Google Scholar 

  • Lukas, B., Ferrell, O.: The effect of market orientation on product innovation. J. Acad. Mark. Sci. 28(2), 239–247 (2000)

    Article  Google Scholar 

  • Mahr, D., Rindfleisch, A., Slotegraaf, R.J.: Innovation beyond firm boundaries: the routines and resource investment of successful external problem solvers. In: American Marketing Association Winter Educators’ Conference, 19–22 February 2010, New Orleans, LA (2010). http://ebookbrowse.com/rindfleisch-background-paper-march-2010-pdf-d138594519. Accessed 2 Mar 2016

  • Marks, O.: 3rd party external social media research findings article published by Cisco (2009). http://www.zdnet.com/blog/collaboration/cisco-2009-3rd-party-external-social-media-research-findings/1289. (visited 19 Mar 2015)

  • Michel, S., Brown, S.W., Gallan, A.S.: Service-logic innovations: how to innovate customers, not products. Calif. Manag. Rev. 50(3), 49–65 (2008)

    Article  Google Scholar 

  • Overvik Olsen, T., Welo, T.: Maximizing product innovation through adaptive application of user-centered methods for defining customer value. J. Technol. Manag. Innov. 6(4), 172–191 (2011)

    Article  Google Scholar 

  • Prahalad, C.K., Ramaswamy, V.: The co-creation connection. Strat. Bus. 114–127 (2002)

    Google Scholar 

  • Reffay, C., Chanier, T.: How social network analysis can help to measure cohesion in collaborative distance learning, designing for change in networked learning environments. In: Proceeding of the International Support for Collaborative Learning, vol. 3, pp. 343–352 (2003)

    Google Scholar 

  • Saebi, T., Foss, N.: Business models for open innovation: matching heterogeneous open innovation strategies with business model dimensions. Eur. Manag. J. 33(3), 201–213 (2014)

    Article  Google Scholar 

  • Sanders, E.: Information, inspiration and co-creation. In: 6th International Conference of the European Academy of Design, University of the Arts, Bremen, Germany (2005)

    Google Scholar 

  • Savitskaya, I., Salmi, P., Torkkeli, M.: Barriers to open innovation: case China. J. Technol. Manag. Innov. 5(4), 10–21 (2010)

    Article  Google Scholar 

  • Schneider, B., Bowen, D.E.: Winning the Service Game. Harvard Business School Press, Boston (1995)

    Google Scholar 

  • Sharma, S.: Through the lens of managerial interpretations: stakeholder engagement, organisation knowledge and innovation. In: Sharma, S., Aragón-Correa, J.A. (eds.) Environmental Strategy and Competitive Advantage, pp. 49–70. Edward Elgar Academic Publishing, Northampton (2005)

    Google Scholar 

  • Shostack, G.L.: Understanding services through blueprinting. Adv. Serv. Mark. Manag. 1(1), 75–90 (1992)

    Google Scholar 

  • Siakas, K., Kermizidis R., Kontos K.: Using social media in business as a tool for open innovations. In: Business-Related Scientific Research Conference 2014 (ABSRC 2014), 10–12 December 2014, Milan, Italy (2014a)

    Google Scholar 

  • Siakas, K.V., Belidis, A., Siakas, E.: Social media marketing for improved branding and valorisation in small family businesses. In: International Conference on Contemporary Marketing Issues (ICCMI 2014), 18–20 June 2014, Athens, Greece, pp. 764–772 (2014b). ISBN:978-960-287-145-4

    Google Scholar 

  • Siakas, K., Messnarz, R., Georgiadou, E., Naaranoja, M.: Launching innovation in the market requires competences in dissemination and exploitation. In: Winkler, D., O’Connor, R.V., Messnarz, R. (eds.) EuroSPI 2012. CCIS, vol. 301, pp. 241–252. Springer, Heidelberg (2012)

    Chapter  Google Scholar 

  • Siakas, K., Siakas, E.: Agile software development in distributed environments. In: Industrial Stream of the 16th European Software Process Improvement (EuroSPI 2009), 2–4 September 2009, Alcala, Madrid, Spain, pp. 8.19–8.31 (2009)

    Google Scholar 

  • Siakas, K., Siakas, E.: The agile professional culture: a source of agile quality. Softw. Process Improv. Pract. (SPIP) J. 12(6), 597–610 (2007). Wiley

    Article  Google Scholar 

  • Siakas, K., Siakas, E.: The human factor deployment for improved agile quality. In: Tukianen, M., Messnards, R., Nevalaninen, R., Koining, S. (eds) European Software Process Improvement and Innovation (EuroSPI 2006). International Proceedings Series 6, 11–13 October 2006, Joensuu, Finland, pp. 4.11–4.23, University of Joensuu (2006)

    Google Scholar 

  • Siakas K.V., Georgiadou E.: The role of commitment for successful software process improvement and software quality management. In: The 11th Software Quality Management Conference, SQM2003, 23–25 April 2013, Glasgow, UK, pp. 101–113 (2003)

    Google Scholar 

  • Spiteri, J.M., Dion, P.A.: Customer value, overall satisfaction, end-user loyalty, and market performance in detail intensive industries. Ind. Mark. Manag. 33(2004), 657–687 (2004)

    Google Scholar 

  • Straub, T., Kohler, M., Hottum, P., Arrass, V., Welter, D.: Customer integration in service innovation: an exploratory study. J. Technol. Manag. Innov. 8(3), 25–33 (2013)

    Article  Google Scholar 

  • Swan, J.E., Oliver, R.L.: Postpurchase communications by consumers. J. Retail. 65(4), 516–533 (1989)

    Google Scholar 

  • Teece, D.: Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strat. Manag. J. 28(13), 1319–1350 (2007)

    Article  Google Scholar 

  • Tidd, J., Bessant, J., Pavitt, K.: Managing Innovation, Integrating Technological, Market and Organisational Change, 2nd edn. Wiley, West Sussex (2001)

    Google Scholar 

  • Ulwick, A.W.: Turn customer input into innovation. Harv. Bus. Rev. 80(1), 91–97 (2002)

    Google Scholar 

  • Van de Ven, A.H., Polley, D.E., Garud, R., Venkataraman, S.: The Innovation Journey. Oxford University Press, New York (2008)

    Google Scholar 

  • Vargo, S.L., Lusch, R.F.: Evolving to a new dominant logic for marketing. J. Mark. 68, 1–17 (2004)

    Article  Google Scholar 

  • Vargo, S.L., Lusch, R.F.: Service-dominant logic: what it is, what it is not, what it might be. In: Lusch, R.F., Vargo, S.L. (eds.) The Service Dominant Logic of Marketing – Dialog, Debate, and Directions, pp. 3–28. M.E. Sharpe, Armonk (2006)

    Google Scholar 

  • Veryzer, R.W., de Mozota, B.B.: The impact of user-oriented design on new product development: an examination of fundamental relationships. J. Prod. Innov. Manag. 22, 128–143 (2005)

    Article  Google Scholar 

  • Wadhaw, A., Bodas-Fritas, I.M., Sarkar, M.B.: The paradox of being open: external technology sourcing and knowledge protection. In: The Dynamics of Institutions and Markets (DIME) Final Conference, 6–8 April 2011, Maastricht, Netherlands (2011). http://final.dime-eu.org/files/BodasFreitas_etal_E3.pdf. Accessed 2 Mar 2016

  • Weiblen, T.: The open business model: understanding an emergent concept. J. Multi Bus. Model Innov. Technol. 2(1), 35–66 (2014)

    Article  Google Scholar 

  • Wynstra, F., Axelsson, B., van der Valk, W.: An application-based classification to understand buyer-supplier interaction in business services. Int. J. Serv. Ind. Manag. 17(5), 474–496 (2006)

    Article  Google Scholar 

  • Xue, M., Harker, P.T.: Customer efficiency – concept and its impact on e-business management. J. Serv. Res. 4(4), 253–267 (2002)

    Article  Google Scholar 

  • Yamada, A., Kim, T.H.-J., Perrig, Α.: Exploiting privacy policy conflicts in online social networks, pp. 1–9, CMU CYlab 12-005 (2012). https://www.cylab.cmu.edu/files/pdfs/tech_reports/CMUCyLab12005.pdf. Visited 20 Mar 2015

  • Zeuthaml, V.A., Bitner, M.J.: Service Marketing: Integrating Customer Focus across the Firm, 3rd edn. McGrawHill College, Boston (2003)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Citec, Vaasa, Finland

    Dimitrios Siakas

  2. Department of Informatics, Alexander Technological Educational Institute of Thessaloniki, P.O. Box, 141, 57400, Thessaloniki, Greece

    Kerstin Siakas

Authors
  1. Dimitrios Siakas
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Kerstin Siakas
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Kerstin Siakas .

Editor information

Editors and Affiliations

  1. Graz University of Technology, Graz, Austria

    Christian Kreiner

  2. Dublin City University, Dublin 9, Ireland

    Rory V. O'Connor

  3. Volkswagen AG, Wolfsburg, Germany

    Alexander Poth

  4. I.S.C.N. GesmbH, Graz, Austria

    Richard Messnarz

Rights and permissions

Reprints and permissions

Copyright information

© 2016 Springer International Publishing Switzerland

About this paper

Cite this paper

Siakas, D., Siakas, K. (2016). User Orientation through Open Innovation and Customer Integration. In: Kreiner, C., O'Connor, R., Poth, A., Messnarz, R. (eds) Systems, Software and Services Process Improvement. EuroSPI 2016. Communications in Computer and Information Science, vol 633. Springer, Cham. https://doi.org/10.1007/978-3-319-44817-6_28

Download citation

  • DOI: https://doi.org/10.1007/978-3-319-44817-6_28

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-44816-9

  • Online ISBN: 978-3-319-44817-6

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation