1. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
Measures for new ventures to initiate and increase
customer co-creation in new product development and
innovation processes
Betreuer:
Zweitgutachter:
Abgabedatum:
Name:
Matrikel-Nr.:
____
____
22.03.2016
Fröse, Michael
____

2. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 2
Agenda
1. Problem Description
2. Product Development
3. Co-Creation Paradigm
4. Integrated Model
5. Research Methodology
6. Data Analysis
7. Initiation Model & Conclusion
8. Reference List
9. Backup

3. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 3
Problem Description – The Identified Gap in Literature
New Ventures
Co-Creation
Ramaswamy
Vargo and
Lusch
Grönroos
New Product
Development &
Innovation
Conceptualisations
Cooper
Gap

4. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
Sources
New Product Development – A Process Framework to Guide the
Analysis
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 4
Discovery:
Idea Generation
Stage 1:
Idea Scoping
Stage 2:
Business Case
Stage 3:
Development
Stage 4:
Testing &
Validation
Stage 5:
Launch
Gate 1 Gate 2 Gate 3 Gate 4 Gate 5
Idea Screen 2nd Screen
Go to
Development
Go to Test Go to Launch
PLR
Post Launch
Review
Customer or User
Adaptive and Flexible Agile Accelerated
Cooper (2014, p. 21)
LevelofNewness
New Product Development and Innovation used interchangeably

5. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
Sources
Co-Creation Paradigm – The Joint Creation of Value Between
Customers and Companies
1) Ramaswamy and Ozcan (2014, p. 29)
2) Grönroos and Voima (2013, p. 141, 144)
Customer Sphere
Joint Sphere
Value-in-use
Value co-creation
Source: 1
Source: 2
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 5

6. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 6
Integrated Model for Co-Creation in Product Development
Processes
Cultural Orientation
Business Model
Strategic Orientation
Firm Capability
Ecosystem of Capabilities
Engagement Platform
Experience Design
Enterprise as
Connector
Stakeholder
Homburg et al. (2015, p.20)
Ramaswamy and Ozcan (2014, p. 29)
Cooper (2014, p. 21)

7. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
Sources
Methodology – Qualitative Research to Get Comprehensive Data
to Answer the Research Question
1) Waller et al. (2016, p. 14)
2) Häder (2015, p. 64)
3) Flick (2007, p. 217)
4) Bogner and Menz (2005, p. 37)
5) Waller et al. (2016, p. 70
6) Flick (2007, p. 165
7) Kuckartz (2014, p. 78)
8) Kuckartz (2014, pp. 89-93) & Mayring (2015, p. 85)
Qualitative
Expert
Interview
Depth of
Question1
Understanding
of situation2
Subjective
expertise
of field3
Exploratory
insights in
new field4
Sampling
Redundancy
criteria5
5
Respondents
Typical case6
Interview
Guide
Based on
theoretical
Models
Qualitative
Content
Analysis
Deductive-
Inductive7
Deductive
code system
applied
Consolidation
of all passages
Inductive code
development
Paraphrasing
and summary
of coded
passages8
Analysis
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 7

8. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 8
Excerpts from the Data Analysis (1/2)
Engagement Platforms
0
1
2
3
4
5
6
7
Engagement
Platforms
Website Other Platforms Push
Notifications
Social Media Personal/Service
Delivery
Mail Engagement
Platform Process
Co-Creative
Engagement
Int_5
Int_4
Int_3
Int_2
Int_1
NumberofCodes
• Different kinds of platforms
are used
• Personal, E-Mail and Other
Platforms are dominating
the sample
• Distribution over sample
relatively homogenous

9. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 9
Excerpts from the Data Analysis (2/2)
Product Development
0
5
10
15
20
25
Idea Generation Idea Scoping Business Case Development Testing and
Validation
Launch
Int_5
Int_4
Int_3
Int_2
Int_1
NumberofCodes
• Main focus of co-creative
product development is in
Idea Generation and
Development
• Idea Scoping and Testing
and Validation minor
importance
• Launch and Business not
significant

10. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 10
Initiation Model for Co-Creation that Can Be Used by New
Ventures - Conclusion
Business Model
Firm Capability
Engagement Platform
Experience Design
Homburg et al. (2015, p.20)
Ramaswamy and Ozcan (2014, p. 29)
Cooper (2014, p. 21)
Cluster 1 - Mobile Cluster 2 – Service-Related
Web-
Based
Mobile Personal
E-Mail
Actual App Usage/
Service Delivery
Customer or User
Adaptive and Flexible Agile Accelerated
Personalisation
Openness
Simplicity
Quality
Emotions
Fun/Humor
Variety
Full Service
Speed
Functionality
Duration of Exp.

11. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 11
Reference List
• Bogner, A., & Menz, W. (2005). Das theoriegenerierende Experteninterview. In A. Bogner, B.
Littig, & W. Menz (Eds.), Das Experteninterview (2nd ed., pp. 33-70). Wiesbaden: VS Verlag für
Sozialwissenschaften.
• Cooper, R.G. (2014). What’s Next? After Stage-Gate. Research Technology Management, 57(1),
20-31.
• Flick, U. (2007). Qualitative Sozialforschung. Hamburg: Rowohlt Taschenbuch Verlag
• Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-
creation. Journal of the Academy of Marketing Science, 41(2), 133-150.
• Häder, M. (2015). Empirische Sozialforschung (3rd ed.). Wiesbaden: Springer Fachmedien.
• Homburg, C., Jozić, D., & Kuehnl, C. (2015). Customer experience management: toward
implementing an evolving marketing concept. J. of the Acad. Mark. Sci., 1-25.
• Kuckartz, U. (2014). Qualitative Inhaltsanalyse. Methoden, Praxis, Computerunterstützung (2nd
ed.). Weinheim/Basel: Beltz Juventa.
• Ramaswamy, V., & Ozcan, K. (2014). The Co-creation Paradigm. Stanford: Stanford Business
Books.
• Waller, V., Farquharson, K., & Dempsey, D. (2016). Qualitative social research. Los Angeles:
Sage.

12. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
THANK YOU VERY MUCH
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 12

13. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
BACKUP
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 13

14. Measures for new ventures to initiate and increase customer co-creation in new product development and innovation processes
29.04.16Fröse, Michael / MBA SS14 K / Kolloquium 14
Excerpts from the Data Analysis
Experience Design
0
1
2
3
4
5
6
7
8
9
Int_5
Int_4
Int_3
Int_2
Int_1
NumberofCodes
• Widely distributed
manifestations of the
experiences
• Main focus was on the
experience during the actual
performance of the
product/service
• Exp. in product development
could not be elaborated