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Inuse seminar, Oct 17 2013, Holopainen

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  • 1. Narrative approach to innovation INUSE seminar October 17, 2013 Open Innovation House, Aalto University Mari Holopainen Aalto University School of Science mari.holopainen@aalto.fi 15.11.2012
  • 2. INNOPEX – Service innovation from the provider perspective and as a customer experience • Realized in 2010-2012 in • Innovation traditionally collaboration with Aalto defined as a process or an University, Hanken School of output from the provider Economics and University of perspective. Helsinki. • An integrative approach to • Staff: Dr. Minna Autio, Dr. Anu Helkkula, PhD candidate Mari service innovation research. Holopainen, PhD candidate • Exploration of employees’ Kaisa Huttunen and customers’ experiences • Master’s thesis by Pirkka and narratives of new Kaijanen services.
  • 3. The scope • Research questions – How do customers’ experiences of a new service differ from the ’official’ view of a company and from employees’ experiences? – What are the benefits/challenges of the new service exprerienced by customers and employees? • Methods – 65 employee and customer interviews – Thematic interviews and combining narratives with critical events and metaphors to analyze service experiences (Helkkula and Pihlström, 2010).
  • 4. Data • The new services we explored – Electronic billing for small-sized enterprises – Internet-based shopping service for metals and construction materials – Trade union services – Interior decorating electronic service – Online application and decision concerning indemnities
  • 5. Theoretical lenses • Phenomenology: experiences as individually subjective and socially intersubjective (e.g. Husserl 1960). • S-D logic: value is experiential and co-created within social networks (Vargo and Lusch 2008). • Narrative: essential in perceiving the world and bringing different layers of meaning into dialogue (e.g. Abbot 2008: 3; Czarniawska 1998). • Cultural marketing and consumer research (e.g. Moisander & Valtonen 2006) – Marketers are regarded as designers of consumer tastes, wants and needs – Consumers as active players that shape and negotiate the meanings of products, services and brands – Culture always shapes peoples’ habitus or strategies for action and understanding (Bourdieu 1984[1977])
  • 6. From disinterest to glorification – corporate, employee, and customer narratives on a new insurance e-service July 5, 2013, EGOS Montréal Sub-theme 35: Organizations and their Consumers: Bridging Production and Consumption Mari Holopainen Aalto University School of Science mari.holopainen@aalto.fi, @mariholopainen 15.11.2012
  • 7. Holopainen (2013): ‘From disinterest to glorification – corporate, employee, and customer narratives on a new insurance e-service’ EGOS 2013, Montréal • Innovation is often understood in one specific way from a particular storyteller’s perspective. • An insurance e-services innovation as presented by the official corporate voice, employees and customers. • Interviews and the ‘official’ corporate narrative publicly presented in the texts of the company’s annual report and websites. • Identification of dominant narratives.

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