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Innovazione User-Led. Il coinvolgimento degli utilizzatori finali nella co-creazione di valore nel settore dei servizi

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Nuovi modelli di business e creazione di valore: la Scienza dei Servizi

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Riassunto

Vi è ormai ampio consenso sia tra professionisti che tra studiosi sul fatto che gli utilizzatori finali (end-users) possano contribuire in maniera sostanziale a creare nuovi beni e servizi. Le imprese di servizio stanno cominciando ad apprendere quali siano le modalità di coinvolgimento degli end-users nello sviluppo di nuovi servizi. In questo articolo viene presentato un caso di studio che spiega in che modo l’impresa abbia adottato una strategia più aperta nello sviluppare nuovi servizi. Quest’impresa è riuscita a ridurre la viscosità delle informazioni aumentando il livello d’interazione con l’end-user, fornendogli inoltre alcuni strumenti per sviluppare proprie applicazioni. Ha poi fatto emergere i benefici derivanti dal contributo dell’end-user, rafforzando il processo di identificazione organizzativa mediante la creazione di un sistema di reputazione. Tali iniziative hanno consentito di migliorare le capacità di rilevare e filtrare le richieste degli utilizzatori, ma anche di offrir loro un più ricco portfolio di servizi ed una migliore analisi e capacità di elaborazione delle informazioni; questo ha altresìý consentito all’impresa di differenziarsi in maniera decisiva dalle imprese d’investimento concorrenti.

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  1. F. D. Sandulli
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Sandulli, F.D. (2011). Innovazione User-Led. Il coinvolgimento degli utilizzatori finali nella co-creazione di valore nel settore dei servizi. In: Nuovi modelli di business e creazione di valore: la Scienza dei Servizi. Sxi — Springer per l’Innovazione / Sxi — Springer for Innovation. Springer, Milano. https://doi.org/10.1007/978-88-470-1845-7_6

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