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Journal of technology management & innovation

versión On-line ISSN 0718-2724


STRAUB, Tim et al. Customer Integration in Service Innovation: An Exploratory Study. Journal of Technology Management & Innovation [online]. 2013, vol.8, n.3, pp.25-33. ISSN 0718-2724.

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

Palabras clave : customer integration; customer roles; open innovation; service innovation; service management.

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