Exploring Commercial, Social, and Digital Innovation from the Customer Perspective

1. Reimagining Innovation from the Customer Perspective

Seidali Kurtmollaiev, Tor W. Andreassen, and Line Lervik-Olsen

Part I - Strategies for Increasing Market Attractiveness Through Innovation

2. Building the Innovation Muscle for Customer Well-Being and Well-Becoming

Seidali Kurtmollaiev, Line Lervik-Olsen, and Tor W. Andreassen

Part II - Commercial Innovation

3. Customer-Centric Innovation as a Journey

Charles L. Colby

4. Customer Perceptions of Firm Innovativeness: Insights from Restaurants and Media Streaming Providers

Arafat Rahman and Kristina Heinonen

5. Differentiating and Competing Through Innovation

Charles L. Colby and Gina Woodall

6. The Role of Firm Innovation in the Workforce

Connie Steele, Charles L. Colby, and Gina Woodall

7. Managing Innovation and Knowledge: The Role of Information Technology, Culture and Complements

Sunil Mithas

8. Commercial Readiness Level (CRL)

Mark T. Maybury

Part III - Social Innovation

9. Social Innovation and its Role Within Business

Lola C. Duque and Leigh Anne Statuto

10. The Role of Perceived Authenticity of Social Communications in Social Innovation Ratings

Lola C. Duque and Luis Santamaría

11. Social Innovation in the Financial Services Sector

Leigh Anne Statuto and Charles L. Colby

12. Building a Corporate Culture Committed to Society: A Case Study

Luis Santamaría, Ester Martínez-Ros, and Lola C. Duque

13. Innovating the Marketplace with Diversity and Inclusion

Helle Alsted Søndergaard and Lina Jacobsen

Part IV - Digital Innovation

14. From Insights on Digitalization, Artificial Intelligence, Virtualization and Smart Systems to Hyper-Trends in Digital Innovation

Darius-Aurel Frank

15. Decoding Digitalization: Insights from Small and Mid-Sized Enterprises

Nicolas Bustillos Rivadeneira, Darius-Aurel Frank, and Victor Tiberius

16. Transforming the Digital Service Landscape: The Role of Artificial Intelligence

Lina Jacobsen and Darius-Aurel Frank

17. Leveraging Academic Research on Mixed Reality Applications for Value Creation

Thomas Scheurer, David Finken, Youjung Jun, and Rebecca Chae

18. Smart Wellness: The Roles of Brand Attachment and Trust in Smart Service System Adoption

Peter Samuelsson, Tobias Otterbring, Mia Larson, and Christina Öberg

Part V - Innovation Outcomes and Prospects

19. Return on Innovation

Timothy Keiningham, Lerzan Aksoy, Alexander Buoye, An Yan, Forrest V. Morgeson III, Gina Woodall, and Bart Larivière

20. Innovation from the Customer Perspective: Looking Back and Looking Ahead

Seidali Kurtmollaiev, Tor W. Andreassen, and Line Lervik-Olsen

Biography

Seidali Kurtmollaiev is Professor of Innovation at Kristiania University of Applied Sciences, Norway. His research interests include new product and service development, design thinking, marketing of new solutions, organizational change, adoption of innovations, and the emergence of service ecosystems.

Line Lervik-Olsen is Professor of Marketing at BI Norwegian Business School, Norway. She has served as the research leader of the Norwegian Customer Satisfaction Barometer and is currently affiliated with the Center for Digital Innovation for Growth at the Norwegian School of Economics (NHH).

Tor W. Andreassen is Professor Emeritus at NHH, Norway, where he served as Professor of Innovation and was the Director of the Center for Service Innovation (CSI) from 2013 to 2019, as well as the Director of the Digital Innovations for Sustainable Growth research center from 2019 to 2022.