Co-cre­ation, Ad­op­tion and Dif­fu­sion of Ser­vice In­nov­a­tions

Course content

Success or failure of service innovations relies greatly on the ability of managers to understand and involve end-users in value creation. Furthermore, durable success of innovations depends on how well they are adopted by markets and how their diffusion evolves over time. This course takes a point of departure in user-driven perspectives on innovation and provides students with concepts and methods to understand the dynamic relationship between service businesses and customers. Furthermore, the course explores and presents current trends in consumption and discusses their impact on innovation adoption and diffusion. Presented with theoretical and practical approaches that emphasize user involvement, students will learn and analyse organizational and contextual conditions that facilitate or hinder successful innovation diffusion.