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