Involving customers in innovation : knowledgability and agency as process variables

Peters, Linda and Pressey, Andrew and Gilchrist, Alan John Patterson and Johnson, Wesley (2018) Involving customers in innovation : knowledgability and agency as process variables. Journal of Business and Industrial Marketing, 33 (2): 0083. pp. 164-173. ISSN 0885-8624

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Abstract

Recent research places an increased emphasis on the inclusion of the customer in value creation, learning and innovation processes; yet, there remains a gap in the understanding of just how such customer involvement may work. This paper aims to address this gap by examining two aspects of customer involvement – their knowledgeability and their agency. In addition, three boundaries (semantic, syntactic and pragmatic) across which relationship development occurs and which may facilitate and/or inhibit value co-creation, collaborative learning and innovation processes have been explored.