Key strategies for the successful involvement of customers in the co‐creation of new technology‐based services

Abstract

Purpose The aim is to propose a conceptual framework consisting of research propositions concerning the key strategies required for the successful involvement of customers in the co‐creation of new technology‐based services. Design/methodology/approach The methodology involves a single case study from which data are derived and analyzed using the grounded theory methodology of “constant comparative analysis.” User‐generated ideas for future mobile phone services are collected from four user involvement projects and analyzed at several workshops attended by senior managers from telecommunications firms. Findings Seven key strategies are identified as being essential for successful user involvement in new product development. Each strategy is described and illustrated in relation to existing theory and presented as a research proposition. Research limitations/implications The exploratory nature of the research means that the findings are tentative and need to be confirmed in other settings by other researchers, including quantitative large‐scale studies. Practical implications The results of the study provide management with guidelines for organizing successful user involvement projects with a market‐oriented approach. Originality/value Despite the increasing popularity of user involvement, little research has examined the conditions required for successful user involvement in new product development. This study makes an original contribution by proposing strategies critical for a successful outcome.