Purpose - The purpose of this paper is to frame innovation as a process of co-creation according to a practice-based view.Design/methodology/approach - The paper focuses on the innovation practices that occurred within the web contexts of ten companies. In accordance with netnography research, data include preliminary studies of the web-based context, naturalistic observations of the community and the activities of its members, and direct interactions with the members of the innovating community.Findings - This work proposes the integration of innovation, practice and the emerging co-creation research. The paper develops the five "Co-s" model including: co-ideation, co-valuation, co-design, co-test and co-launch. Each "Co-" represents a phase of the innovation process resulting from dynamic and on-going interactions among resources, actions, and a group of actors who are interrelated via a dense network. Within each "Co-", the authors identify practices and elements of practices.Practical implications - A firm's managers should influence co-creation opportunities by contributing to script practices. These managers should be able to consider more clearly the full options of co-creation activities and be involved in designing and responding to co-creation initiatives. They should also understand that each phase could provide an opportunity for collaboration that enhances the value of co-creation. In this manner, managers could orchestrate multiple resources (e.g., actors, actions tools and output language).Originality/value - This work brings innovation into the realm of practice by moving the focus from the outcome to the process -, i.e. from innovation as a new artefact to the act of innovating. In this context, innovating is the system of on-going co-creation practices performed by people who merge knowledge, actions, tools, languages and artefacts to create something new and better. In this view, innovators are carriers of practices.

"Five Co-s" in innovating: a practice-based view / RUSSO SPENA, Tiziana; Mele, Cristina. - In: JOURNAL OF SERVICE MANAGEMENT. - ISSN 1757-5818. - 23:4(2012), pp. 527-553. [10.1108/0956423121126404]

"Five Co-s" in innovating: a practice-based view

RUSSO SPENA, TIZIANA;MELE, CRISTINA
2012

Abstract

Purpose - The purpose of this paper is to frame innovation as a process of co-creation according to a practice-based view.Design/methodology/approach - The paper focuses on the innovation practices that occurred within the web contexts of ten companies. In accordance with netnography research, data include preliminary studies of the web-based context, naturalistic observations of the community and the activities of its members, and direct interactions with the members of the innovating community.Findings - This work proposes the integration of innovation, practice and the emerging co-creation research. The paper develops the five "Co-s" model including: co-ideation, co-valuation, co-design, co-test and co-launch. Each "Co-" represents a phase of the innovation process resulting from dynamic and on-going interactions among resources, actions, and a group of actors who are interrelated via a dense network. Within each "Co-", the authors identify practices and elements of practices.Practical implications - A firm's managers should influence co-creation opportunities by contributing to script practices. These managers should be able to consider more clearly the full options of co-creation activities and be involved in designing and responding to co-creation initiatives. They should also understand that each phase could provide an opportunity for collaboration that enhances the value of co-creation. In this manner, managers could orchestrate multiple resources (e.g., actors, actions tools and output language).Originality/value - This work brings innovation into the realm of practice by moving the focus from the outcome to the process -, i.e. from innovation as a new artefact to the act of innovating. In this context, innovating is the system of on-going co-creation practices performed by people who merge knowledge, actions, tools, languages and artefacts to create something new and better. In this view, innovators are carriers of practices.
2012
"Five Co-s" in innovating: a practice-based view / RUSSO SPENA, Tiziana; Mele, Cristina. - In: JOURNAL OF SERVICE MANAGEMENT. - ISSN 1757-5818. - 23:4(2012), pp. 527-553. [10.1108/0956423121126404]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11588/483505
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