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Customer interaction in environmental innovation: the case of cloth diaper laundering


  • Jesús Brío
  • Esteban Fernández
  • Beatriz Junquera



The aim of this paper is to illustrate the capability of a customer of a service business to act as a co-manufacturer. Thus, the customer becomes a key element in simultaneously improving environmental performance and competitiveness, in both the environmental dimension as well as in other dimensions. To this end, we have analyzed the case of the Dydee Company. In order to address the root of the environmental issues, certain procedures were used to change the customers’ habits. This option turned out to be much more efficient and less risky than its alternatives. The challenge laid in getting the customers, once informed, to be willing to modify such a personal and delicate task. Copyright Springer-Verlag 2007

Suggested Citation

  • Jesús Brío & Esteban Fernández & Beatriz Junquera, 2007. "Customer interaction in environmental innovation: the case of cloth diaper laundering," Service Business, Springer;Pan-Pacific Business Association, vol. 1(2), pages 141-158, June.
  • Handle: RePEc:spr:svcbiz:v:1:y:2007:i:2:p:141-158
    DOI: 10.1007/s11628-006-0011-x

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    Cited by:

    1. Youn Kang & Won Lee, 2015. "Self-customization of online service environments by users and its effect on their continuance intention," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 321-342, June.


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