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.
Contributors include: T.W. Andreassen, K. Bentsen, J. Blomkvist, D.
Chasanidou, S. Clatworthy, M. Filho, A. Fjuk, A. Folstad, J.
Gloppen, D. Groenquist, R. Halvorsrud, W. Haukedal, T. Hillestad,
M.T. Hossain, S. Jorgensen, A. Karahasanovic, T. Kobbeltvedt, P.
Kristensson, S. Kurtmollaiev, K. Kvale, L. Lervik-Olsen, M. Luders,
H. Nysveen, P.E. Pedersen, T. Saebi, S.E.R. Skard, B.A. Solem, C.
Tepfers, H. Thorbjornsen, L.J. Tynes Pedersen, B. Yttri
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