Improvement of business service innovation by customer integration
Authors
Dontsu, Nadezhda ; Nielsen, Simon Brøsted
Term
4. Term
Publication year
2010
Abstract
Denne afhandling adresserer, hvordan forretningsserviceinnovation kan forbedres gennem aktiv kundeintegration i en business-to-business kontekst. Med udgangspunkt i, at services udgør en stadig større del af værdiskabelsen og at mange virksomheder søger nye profitmuligheder via serviceydelser, argumenterer afhandlingen for, at kunders viden og behov bør indgå systematisk i innovationsprocessen for at øge relevans, differentiering og konkurrencedygtighed. Studien er deduktiv og teori-baseret: den gennemgår og syntetiserer eksisterende litteratur om forretningsservices, ambidextrous organisationer, absorptiv kapacitet, markedsorientering, open innovation og kundeinvolvering, og samler indsigterne i en konceptuel model for kundeintegration i serviceinnovation. Afhandlingen skitserer forventede ledelsesmæssige implikationer og implementeringsovervejelser, herunder behov for organisatoriske kapabiliteter og processer til at indsamle, absorbere og omsætte kundekundskab. Fokus er udelukkende på B2B-services; forbrugerrettede services indgår ikke. Arbejdet er ikke empirisk afprøvet og bygger på anerkendt teori, hvorfor resultaterne præsenteres som et rammeværk og praktiske anbefalinger snarere end verificerede effekter.
This thesis examines how business service innovation can be improved through active customer integration in a business-to-business context. Recognizing the growing importance of services and firms’ shift toward service-based value creation, it argues that systematically incorporating customer knowledge and needs into the innovation process can enhance relevance, differentiation, and competitiveness. The study follows a deductive, theory-driven approach: it reviews and synthesizes literature on business services, ambidextrous organizations, absorptive capacity, market orientation, open innovation, and customer involvement, and consolidates these insights into a conceptual model for customer integration in service innovation. The thesis outlines expected managerial implications and implementation considerations, including the organizational capabilities and processes required to capture, absorb, and apply customer knowledge. It focuses exclusively on B2B services; consumer services are excluded. The work is not empirically tested and relies on established theory, so its contributions are presented as a framework and practical guidance rather than validated outcomes.
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