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Value Co-Creation needs Customer Readiness: Innovation durch Kundenintegration in den Wertschöpfungsprozess am Beispiel des Geschäftsmodells zur Individualisierung von Pflegekosmetik

Author

Listed:
  • Schlangen, Kareen
  • Feistkorn, Carolin
  • Menzel, Larissa

Abstract

Unerfüllte Kundenbedürfnisse sind die Quelle der Geschäftsmodellinnovation. Sie spiegelt die neue Entwicklung zur service-dominierten Logik wider. Im Fokus steht ein produktbegleitender Dienstleistungsprozess, der die Kunden entlang der Wertschöpfungskette integriert und in jeder Phase Innovationspotenziale freisetzt. Es entsteht ein neuartiger, kundenzentrierter und individualisierter Serviceprozess in der Branche der Pflegekosmetik. Voraussetzung der Effektivität und Effizienz der Kundenintegration sind reife Kunden, die bereit und fähig sind, die Innovationen des Geschäftsmodells zu akzeptieren und zu nutzen. Dazu bedarf es ihrer Motivation und Kompetenz.

Suggested Citation

  • Schlangen, Kareen & Feistkorn, Carolin & Menzel, Larissa, 2017. "Value Co-Creation needs Customer Readiness: Innovation durch Kundenintegration in den Wertschöpfungsprozess am Beispiel des Geschäftsmodells zur Individualisierung von Pflegekosmetik," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 2(01/2017), pages 74-86.
    • Handle: RePEc:zbw:afmpwm:261124
    DOI: 10.15459/95451.13
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