Innovating for Trust


Innovating for Trust

9781785369476 Edward Elgar Publishing
Edited by Marika Lüders, University of Oslo and SINTEF, Tor W. Andreassen, NHH Norwegian School of Economics, Simon Clatworthy, Professor in Design, Institute of Design, The Oslo School of Architecture and Design and Tore Hillestad, NHH Norwegian School of Economics, Norway
Publication Date: 2017 ISBN: 978 1 78536 947 6 Extent: 448 pp
This book adopts a multidisciplinary approach to innovation, and argues that because innovation is always risky business, trust is an essential premise and outcome of successfully designing, developing and finally launching innovations. Each part of the book encompasses a different aspect of innovating for trust. It begins with the notion of trust, before covering the importance of trust in future thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies. It concludes with the importance of trust in commercializing innovations.

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Critical Acclaim
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Innovation is a high-risk endeavor and success is dependent upon a firm’s understanding of customer needs. A company''s initial resistance to adopting innovation is mitigated with a solid foundation of customer trust in the firm. This book uniquely combines the work of scholars and practitioners to examine how trust and customer-centricity impacts every phase of the innovation journey.

Adopting a multidisciplinary approach, the contributions in this collection consider different aspects of innovating for trust. Beginning with the notion of trust itself, authors examine the importance of trust in futures thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies. The book also contains a valuable collection of case studies based upon innovation with major service providers, which supports the final emphasis on the importance of trust in commercializing innovations.

Practical and engaging, Innovating for Trust will appeal to enlightened business managers aiming to build and maintain customer trust, as well as students and researchers of innovation, trust and strategy.

Critical Acclaim
‘Innovating for Trust addresses exceptionally important aspects of innovation and adoption that are all too often ignored: the riskiness of both. They are risks that can only be ameliorated by trust – shared, relational and institutionalized understandings. The authors and editors address and adroitly stitch together considerations of the diverse aspects of interactions that are simultaneously influenced by and influence trust in a manner that is accessible and usable by researchers and practitioners alike. I highly recommend it for both.’
– Stephen L. Vargo, University of Hawai’i at Manoa, US

‘Innovating for Trust is an extensive collection of reflections on the important role of innovation for competitive advantage. The turbulent business environment requires constant change, with creative ideas emerging from multiple sources. The book provides essential guidance for managers about how to ensure future business success through customer- and experience-centric innovation. It tackles innovation from the perspectives of service design, business models, co-creation and commercialization. For scholars, the book provides a comprehensive overview of multidisciplinary approaches to innovation written by some of the leading experts in the field.’
– Kristina Heinonen, Hanken School of Economics, Finland

Contributors: T.W. Andreassen, K. Bentsen, J. Blomkvist, W. Brochs-Haukedal, D. Chasanidou, S. Clatworthy, A. Fjuk, A. Følstad, J. Gloppen, D.N. Grönquist, R. Halvorsrud, T. Hillestad, M.T. Hossain, S. Jørgensen, A. Karahasanovic, T. Kobbeltvedt, P. Kristensson, S. Kurtmollaiev, K. Kvale, L. Lervik-Olsen, M. Lüders, M. Motta-Filho, H. Nysveen, P.E. Pedersen, T. Saebi, S.E.R. Skard, B.A. Solem, C. Tepfers, H. Thorbjørnsen, L.J. Tynes Pedersen, B. Yttri

1. Innovating for trust
Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad

Part I Trust and service innovation
2. Trust and service innovation
Siv E. Rosendahl Skard

3. Trust, risk and self-service technologies: Suggestions for future research
Herbjørn Nysveen and Siv E. Rosendahl Skard

4. Digital risk and customers’ acceptance of self-service innovations: The role of online benefits and corporate trustworthiness
Siv E. Rosendahl Skard and Herbjørn Nysveen

Part II Futures thinking
5. Trust in the future; futures thinking as a capability for service innovation
Daniel Nordstad Grönquist

6. Transforming towards innovative culture by using customer-centric scenarios and service concepts
Birgitte Yttri, Annita Fjuk, Daniel Grönquist and Tore Hillestad

7. Creating actionable future narratives
Camilla A.C. Tepfers

Part III Building trust through business model innovation
8. Designing experience-centric business models: What do they look like and how do they influence trust?
Tina Saebi, Herbjørn Nysveen, Mohammad Touhid Hossain and Annita Fjuk

9. Business model innovation in the retail industry: a service system perspective
Per Egil Pedersen, Birgit Apenes Solem, Kristin Bentsen

10. Designing Sustainable Business Models
Sveinung Jørgensen and Lars Jacob Tynes Pedersen

Part IV Service design
11. Service design thinking
Simon Clatworthy

12. Strengthening customer relationships through customer journey analysis
Ragnhild Halvorsrud and Knut Kvale

13. Building brand trust through customers’ experience
Mauricy Motta-Filho

14. Prototyping for trust
Johan Blomkvist

15. The role of service design leadership in creating added customer value
Judith Gloppen, Annita Fjuk and Simon Clatworthy

Part V Co-creating services
16. From participatory design to co-creation
Asbjørn Følstad

17. Crowdsourcing for innovation: companies as trustees
Marika Lüders

18. Co-creation for innovation: why do customers get involved?
Dimitra Chasanidou and Amela Karahasanović

Part VI The innovative organization
19. Developing innovative organizational culture
Tore Hillestad

20. Transformational leadership in customer centric organizations and the need for strategic foresight
William Brochs-Haukedal

21. Leadership, trust and UX design: A regulatory focus perspective
Therese Kobbeltvedt

Part VII Commercializing innovations
22. Overcoming resistance to adopt innovations: softening innovation resistance through trusting beliefs
Herbjørn Nysveen and Per Kristensson

23. Why customers do and do not switch
Per Kristensson, Herbjørn Nysveen and Helge Thorbjørnsen

24. Launching innovations
Helge Thorbjørnsen

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

26. Concluding remarks
Tor W. Andreassen, Simon Clatworthy, Tore Hillestad and Marika Lüders


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