Exploring Commercial, Social, and Digital Innovation from the Customer Perspective
Published on 22. January 2026
292 pages
978-1-040-49633-6 (ISBN)
Description
The traditional narrative of innovation often centers around the firm, overlooking the role of the customer as the ultimate judge and beneficiary of innovations. This book challenges the firm's right to define innovation, advocating instead for a customer-centric approach.
The ultimate aim of this book is to help innovate both for and with the most critical stakeholder-the customer. To achieve this aim, the book explores various aspects of the customer perspective on innovation through five parts: 1) strategies for increasing market attractiveness through innovation, 2) commercial innovation, 3) social innovation, 4) digital innovation, and 5) innovation outcomes and prospects. Drawing on recent research from national innovation indexes in Norway, Finland, Sweden, Denmark, Spain, Belgium, and the USA, the book presents ideas and examples that explain how adopting the customer perspective on innovation can help transform challenges into opportunities and achieve higher returns.
By exploring customer-oriented strategies and discussing the implications of commercial, social, and digital innovations, the book provides a detailed guide for leaders, innovators, entrepreneurs, and students to navigate the complexities of modern business environments. It will be a valuable resource for scholars of innovation management, strategic management and marketing.
The ultimate aim of this book is to help innovate both for and with the most critical stakeholder-the customer. To achieve this aim, the book explores various aspects of the customer perspective on innovation through five parts: 1) strategies for increasing market attractiveness through innovation, 2) commercial innovation, 3) social innovation, 4) digital innovation, and 5) innovation outcomes and prospects. Drawing on recent research from national innovation indexes in Norway, Finland, Sweden, Denmark, Spain, Belgium, and the USA, the book presents ideas and examples that explain how adopting the customer perspective on innovation can help transform challenges into opportunities and achieve higher returns.
By exploring customer-oriented strategies and discussing the implications of commercial, social, and digital innovations, the book provides a detailed guide for leaders, innovators, entrepreneurs, and students to navigate the complexities of modern business environments. It will be a valuable resource for scholars of innovation management, strategic management and marketing.
More details
Series
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Illustrations
19 Tables, black and white; 37 Line drawings, black and white; 4 Halftones, black and white; 41 Illustrations, black and white
File size
3,56 MB
ISBN-13
978-1-040-49633-6 (9781040496336)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Seidali Kurtmollaiev | Line Lervik-Olsen | Tor W. Andreassen
Exploring Commercial, Social, and Digital Innovation from the Customer Perspective
Book
approx. 01/2026
1st Edition
Routledge
€212.00
Not yet published
Persons
Seidali Kurtmollaiev is Professor of Innovation at Kristiania University College, Norway. His research interests include new product and service development, design thinking, marketing of new solutions, organizational change, adoption of innovations, and the emergence of service ecosystems.
Line Lervik-Olsen is Professor of Marketing at BI Norwegian Business School, Norway. She has served as the research leader of the Norwegian Customer Satisfaction Barometer and is currently affiliated with the Center for Digital Innovation for Growth at the Norwegian School of Economics (NHH).
Tor W. Andreassen is Professor Emeritus at NHH, Norway, where he served as a Professor of Innovation and was the Director of the Center for Service Innovation (CSI) from 2013 to 2019, as well as the Director of the Digital Innovations for Sustainable Growth research center from 2019 to 2022.
Line Lervik-Olsen is Professor of Marketing at BI Norwegian Business School, Norway. She has served as the research leader of the Norwegian Customer Satisfaction Barometer and is currently affiliated with the Center for Digital Innovation for Growth at the Norwegian School of Economics (NHH).
Tor W. Andreassen is Professor Emeritus at NHH, Norway, where he served as a Professor of Innovation and was the Director of the Center for Service Innovation (CSI) from 2013 to 2019, as well as the Director of the Digital Innovations for Sustainable Growth research center from 2019 to 2022.
Content
1. Reimagining Innovation from the Customer Perspective Part I - Strategies for Increasing Market Attractiveness Through Innovation 2. Building the Innovation Muscle for Customer Well-Being and Well-Becoming Part II - Commercial Innovation 3. Customer-Centric Innovation as a Journey 4. Customer Perceptions of Firm Innovativeness: Insights from Restaurants and Media Streaming Providers 5. Differentiating and Competing Through Innovation 6. The Role of Firm Innovation in the Workforce 7. Managing Innovation and Knowledge: The Role of Information Technology, Culture and Complements 8. Commercial Readiness Level (CRL) Part III - Social Innovation 9. Social Innovation and its Role Within Business 10. The Role of Perceived Authenticity of Social Communications in Social Innovation Ratings 11. Social Innovation in the Financial Services Sector 12. Building a Corporate Culture Committed to Society: A Case Study 13. Innovating the Marketplace with Diversity and Inclusion Part IV - Digital Innovation 14. From Insights on Digitalization, Artificial Intelligence, Virtualization and Smart Systems to Hyper-Trends in Digital Innovation 15. Decoding Digitalization: Insights from Small and Mid-Sized Enterprises 16. Transforming the Digital Service Landscape: The Role of Artificial Intelligence 17. Leveraging Academic Research on Mixed Reality Applications for Value Creation 18. Smart Wellness: The Roles of Brand Attachment and Trust in Smart Service System Adoption Part V - Innovation Outcomes and Prospects 19. Return on Innovation 20. Innovation from the Customer Perspective: Looking Back and Looking Ahead
