Lead User's theory adapted to services: Towards Service User's Toolkit

It makes no doubt that the development of innovative products benefits from being considered under the perspective of networks and communities. Lead User's theory (LUT) focused mainly on the process by which user innovation may be transformed into commercial product. However, when LUT methodology was proven successful for products such as scientific instrument, sports equipment or even medical instruments, very few experiences were reported for services. Thus, the specific contribution of the paper is to adapt lead user's theory and practice to the specific case of the intangible processes and services such as Banks, Call centers, etc...., in the purpose of improving efficiency of innovative efforts. In a first theoretical part, the paper reviews service characteristics which prevent adoption of LUT methods. Four main factors are identified and investigated in details: intangibility, inseparability, process based aspects of services and investment cycle in services. Based on these analyses, the paper suggests a specific framework for applying LUT methodologies in the case of services. It details first recommendation on the way to select potential lead users. Then, it recommends the way lead users should be associated and involved so that potential innovation may be proposed. The concept of communities applied to services is proposed and discussed from managerial point of view. Perspective of further research is then detailed.