Abstract
Co-creation on the Internet mainly refers to product development tasks undertaken in collaboration with customers, though customers participate even more closely in service creation. As the relational potential of customer-firm interactions becomes increasingly important, this article attempts to foster a deeper understanding of the role of the Internet in different types of service and innovation processes, capable of both generating implicit knowledge in a value network of collaborating actors and bringing ideas to the market. A cross-case study reveals that operant resources on the Internet build around the buying process of the customer while also drawing a circle through the value chain. The architecture of the value chain changes from a single-directed stream to a loop of knowledge exchange that includes almost every vertical stage. When exploiting the relational capacity of customer-firm interactions on the Internet, firms therefore cannot assign customer input to a certain functionality but rather must decipher it through interdisciplinary approaches that involve the cooperation of multiple areas.
Chapter PDF
Similar content being viewed by others
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Emrich, O., Rudolph, T. (2015). Linking Service and Innovation Processes on the Internet: A Framework for Customer-Firm Constellations in Electronic Networks. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_60
Download citation
DOI: https://doi.org/10.1007/978-3-319-10864-3_60
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
eBook Packages: Business and EconomicsBusiness and Management (R0)