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Investigating service co-innovation practices in a culturally bounded context


Nemati, IA and Laud, G and French, L, Investigating service co-innovation practices in a culturally bounded context, Proceedings of the 28th Innovation And Product Development Management Conference (IPDMC 2020), 6-8 June 2021, Virtual Conference, Online (Milan, Italy) (2021) [Conference Extract]

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Co-innovation is gaining popularity as a strategic innovation model to develop new service offerings and disrupt the market status quo. Unlike goods, services are highly contextual and co-innovation studies to date have not theorised the role of the cultural context in shaping these practices. This study aims to address this gap and present a service co-innovation practice typology. An emerging stream of service innovation research focuses on the significance of distinctive organisational practices that arise within a co-innovation context (Lucarelli, 2019; Marcos-Cuevas, Nätti, Teea & Baumann, 2016). Existing literature, however, lacks a discussion on the impact of cultural context on collaborative innovation, and provides little knowledge of specialised practices that could appear in culturally bounded contexts (Yi, & Gong, 2013). Drawing on institutional and practice theory (Bourdieus, 1977), we argue that the co-innovation process occurs within an institutional context comprising context-specific, rules, norms, and cultural frameworks impacting success/failure. An exploratory case study approach was adopted for this research. Specifically, the cultural context of Islamic banking services, as this setting demands co-innovation practices comply with Islamic banking institutional norms. Three distinct sets of co-innovation practice categories were identified. Firm-related practices (e.g. Envisioning, Reframing, Unravelling), customer-related practices (e.g. Collaborating, Advice Seeking, Disassociating), and context-specific practices (e.g. Sensing, Approving, Consideration of public interest). This research contributes to service innovation literature by conceptualising a typology of co-innovation practices within a culturally bound context and highlights the importance of culture in shaping co-innovation efforts.

Item Details

Item Type:Conference Extract
Keywords:service innovation, co-innovation, co-innovation practices, Islamic banking
Research Division:Commerce, Management, Tourism and Services
Research Group:Strategy, management and organisational behaviour
Research Field:Innovation management
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Technological and organisational innovation
UTAS Author:Nemati, IA (Mr Irtaza Nemati)
UTAS Author:Laud, G (Dr Gauri Laud)
UTAS Author:French, L (Dr Linda French)
ID Code:145669
Year Published:2021
Deposited By:TSBE
Deposited On:2021-07-31
Last Modified:2021-08-03

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