Conference Proceedings

A design perspective on customer co-creation

G Calabretta, Gerda Gemser, I Karpen

Proceedings of ANZMAC Annual Conference 2014 | ANZMAC | Published : 2014


In this paper, we integrate literature on service-dominant logic (SDL) and innovation to examine the role of designers and their practices for collaborative resource innovation. More specifically, in taking a co-creation perspective we uncover a portfolio of practices that facilitate resource integration and innovation among companies and customers through the help of design professionals. In doing so, we advance our theoretical and managerial understanding of efficient and effective collaboration for innovation purposes. We adopted a qualitative research approach to collect empirical data on designers’ practices, studying seven projects in which design consultancy firms were hired to provid..

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University of Melbourne Researchers