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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
____
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
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
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
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
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)
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
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
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
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.
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.
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
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
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

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Präsentation Kolloquium Masterarbeit - Beispiel

  • 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