Key strategies for the successful involvement of customers in the co‐creation of new technology‐based services

Abstract

Purpose – The aim is to propose a conceptual framework consisting of research propositions concerning the key strategies required for the successful involvement of customers in the co‐creation of new technology‐based services.Design/methodology/approach – The methodology involves a single case study from which data are derived and analyzed using the grounded theory methodology of “constant comparative analysis.” User‐generated ideas for future mobile phone services are collected from four user involvement projects and analyzed at several workshops attended by senior managers from telecommunications firms.Findings – Seven key strategies are identified as being essential for successful user involvement in new product development. Each strategy is described and illustrated in relation to existing theory and presented as a research proposition.Research limitations/implications – The exploratory nature of the research means that the findings are tentative and need to be confirmed in other settings by other res...