The Impact of Co-Creation with Customers on Service Innovation in the Moroccan Context
In recent years, innovation has become the foolproof weapon of companies to hold competitive advantages. However, innovation in services remains misunderstood, due in particular to the intangible aspect of services. The aim of this research is to shed more light on the elements of service innovation, through an analysis by the concept of “co-creation” with clients, and the impact of the latter on service innovation in the Moroccan context.
Akrout, F. (2018). Les méthodes des Equations structurelles. (2nd ed.). 30-372.
Baron.S et al. (2009). Innovation in services: present ﬁndings, and future pathways. Journal of Service Management, 20(2), 131–155.
Beudon, N. (2017). Mener un projet avec le design thinking. I2D-Informations, Données & Documents, 1, 54, 9-12.
Biemans.W.G et al. (2015). Perspective: New service development: How the field developed, its current status and recommendations for moving the field forward. Journal of Product Innovation Management. Available at: https://onlinelibrary.wiley.com/doi/abs/10.1111/jpim.12283
Bonoma, V & Mills, K. (1979). Developmental service marketing. Graduate School of Business, University of Pittsburgh, working papers.
Campbell, A.F. (2003). Creating customer knowledge competence: managing customer relationship management programs strategically. Industrial Marketing Management, 32(5), 375–383.
Campos. A.C et al. (2015). Co-creation of tourist experiences: a literature review. Current Issues in Tourism, 21(4), 1–32.
Chathoth.P et al. (2013). Co-production versus co-creation: a process based continuum in the hotel service context. International Journal of Hospitality Management, 32(1), 11–20.
Cova.V. (2004). Le design des services. Decisions Marketing, 34, 29-40.
Damanpour, F et al. (2011). Managerial innovation: Conceptions, processes, and antecedents. Management and Organization Review, 8, 423–454.
Den Hertog, P. (2000). Knowledge-intensive business services as co-producers of innovation. International Journal of Innovation Management, 4(04), 491–528.
Dotzel, T et al. (2013). Service innovativeness and firm value. Journal of Marketing Research, 50(2), 259-276.
Droege, H et al. (2009). Innovation in services: present ﬁndings, and future pathways. Journal of Service Management, 20(2), 131–155.
Dujarier, M.A. (2008). Le travail du consommateur : De McDo à eBay : Comment nous coproduisons ce que nous achetons. Paris: Editions La Découverte.
Edvardsson, B & Olsson, J. (1996). Key concepts for new service development, The Service Industries Journal, 16(2), 140-164.
Eiglier, P & Langeard, E. (1987). Servuction. Le marketing des services. Stratégie & Management. Paris: Mc Graw-Hill, 10-79.
Fernando, J.F et al. (2014). From the classical concept of services to service systems. Procedia Technology, 16, 518-524.
Gallouj, F et al. (1997). Innovation in Services. Research Policy, 26(4–5), 537-556.
Genevieve, M et al. (2018). Facilitating design thinking: A comparison of design expertise. Thinking Skills and Creativity, 27, 177-189.
George, Y.Z. (2017). Marketing services and resources in information organizations. Elsevier Science, 20-50.
Gibbert, M et al. (2002). Five styles of customer knowledge management, and how smart companies use them to create value. European Management Journal, 20(5), 459–469.
Goudarz, A et al. (2017). Organizational innovation, technological innovation, and export performance: The effects of innovation radicalness and extensiveness. International Business Review, 26(2), 324-336.
Gumesson, E. (1987). Lip service: A neglected area in services marketing. Journal of Services Marketing, 1(1), 19-23.
Hériard, S.D et al. (2007). Inventer avec le client les produits de demain. L’Expansion Management Review, 3(126), 42-52.
Toivonen, M. et Tuominen, T. (2009). Emergence of innovations in services. Service Industries Journal, 29(7), 887–902.
Lin, H. E., et al. (2013). Managing the exploitation/ exploration paradox: The role of a learning capability and innovation ambidexterity. Journal of Product Innovation Management, 30(2), 262–278.
Kévin, M et al. (2018). L'innovation managériale: Design thinking, réseaux apprenants, entreprise libérante, intelligence collective, modes collaboratifs, ateliers participatifs, shadow cabinet, hackathon. Junior Entrepreneur, (Ed. 1), Eyrolles.
BOYD Harper W., RAY Michel L., & STRONG Edward C. (1972). An attitudinal framework for advertising strategy. Journal of Marketing, 36(2), 27-33.
Lovelock.C et al. (2008). Marketing des services. (6th ed.) Éditions Pearson Éducation, 9-155.
Maciuliene.M (2014). Linking value co-creation and organizational absorptive capacity: Theoretical study and conceptual model. Proceedings of International Academic Conferences, International Institute of Social and Economic Sciences.
Maree, L et al. (2014). Co-creation, absorptive capacity and innovation performance. Research Exchange Conference, Sydney, Australia.
Menor, J. (2007). New service development competence in retail banking: construct development and measurement validation. Journal of Operations Management, 25(4), 825–846.
Menor, L.J et al. (2002). New service development: areas for exploitation and exploration. Journal of Operations Management, 20(2), 135–157.
Miles, I. (1993). Services in the new industrial economy. Futures, 25(6), 653–672.
Monique, Z & Eric, L. (1999). Marketing et stratégie de la banque. Troisième Edition, 8-13.
Parasuraman, A et al. (2010). Service innovation viewed through a service-dominant logic lens: A conceptual framework and empirical analysis. Journal of Service Research, 14(1), 3-23.
FARLEY Laurence J. (1986). Going global : Choices and challenges. The Journal of Consumer Marketing, 3(1), 67-70.
Payne, A.F et al. (2009). Co-creating brands: diagnosing and designing the relationship experience. Journal of Business Research, 62(3), 379–389.
Prahalad.C.K & Ramaswamy.V. (2004a). Co-creation experiences: the next practice in value creation. Journal of International Marketing, 18(3), 5–14.
Ramaswamy, V. (2009). Leading the transformation to co-creation of value. Strategy Lead, 37(2), 32–37.
Rene Lopez Flores et al. (2015). collective intelligence to solve creative problems in conceptual design phase. Procedia Engineering, 131, 850-860.
Reniou, F. (2013). Co-innover avec les clients : entre intérêt et réticence pour les entreprises grand public. Décisions Marketing, 71, 59-75.
Rowley, J et al. (2007). Customer community and co-creation: A case study. Marketing Intelligence& Planning, 25(2), 136-146.
Skålen, P et al. (2015). Exploring value propositions and service innovation: a service-dominant logic study. Journal of the Academy of Marketing Science, 43(2), 137-158.
Sundbo, J. (1997). Management of innovation in services, Services Industries Journal, 17(3), 432-455.
Toivonen, M & Tuominen, T. (2009). Emergence of innovations in services. Service Industries Journal, 29(7), 887–902.
Tracy, H. (2018). The use of co-creation within the luxury accommodation experience-Myth or reality?, International Journal of Hospitality Management, 71, 11-18.
Vargo, S.L & Lusch, R.F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(4), 5-23.
Venkat, R. (2018). What is co-creation? An interactional creation framework and its implications for value creation. Journal of Business Research, 84, 196-205.
Copyright (c) 2019 International Journal of Engineering and Management Research
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.