Interactive Value Creation

General Description:

Interactive value creation means cooperation and social exchange. The concept of interactive value creation derives from a strong cooperative process, in which customers rarely take on a leading role. This idea takes into account that without the support of a manufacturer, the customer either cannot or will not come up with the necessary financial and material resources a long and complex value creation process requires alone. Usually a company signals its openness for customer involvement by providing a purpose-specific infrastructure and resources. However, the role of the customer goes beyond simply putting together a shelf from Ikea or using an automated teller machine (ATM). Although also a form of labor division between supplier and buyer, these tasks often take place on a purely operational level and signify low customer involvement working primarily within a narrowly defined framework. In contrast, we would like to focus on value creation characterized by broader solutions. In this sense, customers do not only supply practical product experience gained through market acceptance tests and pilot projects but also act as co-developers in the product development process itself. Customers contribute by submitting ideas for new products, co-developing concepts, or designing and configuring products (Dahan / Srinivasan 2000; Franke / Piller 2003; Brockhoff 2005).

References:

Brockhoff, Klaus (2005). "Konflikte bei der Einbeziehung von Kunden in die Produktentwicklung". Zeitschrift für Betriebswirtschaft, 75 (2005) 9: 859-877.

Dahan, Ely / Srinivasan, V. Seenu (2000. "The Predictive Power of Internet-Based Product Concept Testing Using Visual Depiction and Animation". Journal of Product Innovation Management, 17 (2000) 2:99-109.

Franke, Nikolaus /Piller, Frank (2003). "Key research issues in user interaction with configuration toolkits in a mass customization system." International Journal of Technology Management (IJTM), 26 (2003) 5/6: 578-599.