Contents -- Preface -- Chapter 1 Introduction -- 1.1. Introduction -- 1.2. An Emerging Theme in Management -- 1.3. Getting Closer to the Customer -- 1.4. What is Involvement? -- 1.5. Who Should Read This Book? -- 1.6. Outline of the Book -- 1.7. The Future of Customer Involvement -- References -- Chapter 2 Process of Customer Interaction in New Service Development -- 2.1. Introduction -- 2.2. Why Interact with Customers? -- 2.3. How to Interact with the Customers? -- 2.4. Interaction between Front-Line Employees and Customers -- 2.5. Selecting Customers for Interaction -- 2.6. Problems in Customer Interaction -- 2.7. Conclusions -- References -- Chapter 3 The Role of the Customer in the Development Process -- 3.1. Introduction -- 3.2. Research Design -- 3.3. Customer Involvement in New Product and Service Development: Previous Research and Results -- 3.4. Discussion -- References -- Chapter 4 Customers as Co-Innovators: An Initial Exploration of Its Strategic Importance -- 4.1. Introduction -- 4.2. Customer Value Co-Creation As a Path to "Prime Mover-Ship" -- 4.3. Welcoming Customers into Co-Innovation -- 4.4. Historical Examples of Customer Co-Innovation -- 4.5. Co-Innovation is Not Always a Good Idea -- 4.6. A Strategic View of Customer Co-Innovation -- 4.7. Toward a Typology -- 4.8. Cases Illustrating the Typology -- 4.9. Toward a Strategic Management of Customer Co-Innovation -- 4.10. Conclusions -- References -- Chapter 5 Customer-to-Customer Interaction in Service Development: A Many-to-Many Approach -- 5.1. Introduction -- 5.2. Dissolving Established Categories and Roles -- 5.3. On Development Innovation and Being New -- 5.4. C2C Interaction -- 5.5. Case: e-mail from Linus -- 5.6. Case: How SAS and the Star Alliance Brought Me and Elvis Together -- 5.7. Conclusions and Recommendations -- References.

Chapter 6 New Service Development: Learning from and with Customers -- 6.1. Introduction -- 6.2. Theoretical Framework -- 6.3. An Empirical Experiment of Involvement of Customers -- 6.4. Results: Customer Ideas are More Innovative -- 6.5. Analysis: The Enhanced Learning Process -- 6.6. Discussion Implications and Future Research -- References -- Chapter 7 Managing Ideas That Are Unthinkable in Advance: A Matter of How and Where You Ask -- 7.1. Introduction -- 7.2. The Difficulties of Listening to Customers - Conceptualizations of Market Research -- 7.3. Why All Market Research Techniques Do Not Result in Innovative Ideas - the Difficulties of Thinking Outside the Box -- 7.4. User Innovation at Telia - or 74 "Product Developers" Generating Innovative Ideas Rapidly and Free of Charge -- 7.5. About the Research -- 7.6. Managerial Implications -- References -- Chapter 8 Learning from Experiments Involving Users in Service Innovation -- 8.1. Introduction -- 8.2. Scope -- 8.3. Method - Knowledge through Experiments -- 8.4. Results - the Contribution Made by User Involvement -- 8.5. Optimizing User Involvement -- 8.6. Pioneering vs. Guided Users -- 8.7. Managing User Involvement - Some Advice -- References -- Chapter 9 Customer Involvement - Lessons Learned: A Study of Three Customer Involvement Projects at Volvo Cars -- 9.1. Introduction -- 9.2. Research Methodology -- 9.3. Three Approaches to Customer Involvement -- 9.4. Analysis -- 9.5. Discussion and Conclusions -- 9.6. Concluding Remarks -- References -- Chapter 10 Service Encounter Analysis Based on Customer Retrospection -- 10.1. Introduction -- 10.2. Experiences from Different Service Organizations -- 10.3. Through Situational Retrospection Customers Identify Dramaturgical Aspects -- 10.4. Dramatizing the Mundane.

10.5. Situational Retrospection as a Path to Issues Beyond Perception -- 10.6. Implications for Supporting Structures -- 10.7. To Develop the Business through Internal Mutual Communication -- 10.8. To Communicate Norms for Good Customer Treatment -- 10.9. Concluding Remarks -- References -- Chapter 11 How to Better Learn from Users -- 11.1. Introduction -- 11.2. User Involvement in Innovation Processes -- 11.3. Background and Setting -- 11.4. A Model For Learning from Users -- 11.5. A Final Conclusion -- References -- Chapter 12 Video-Based Methodology: Capturing Real-Time Perceptions of Customer Processes -- 12.1. Introduction -- 12.2. Practical Problems -- 12.3. Theoretical Problems -- 12.4. User Oriented Research Design and Methodology -- 12.5. Complex Issues Beyond Expectations -- 12.6. Discussion of Methodology and Empirical Issues -- 12.7. Conclusions and Implications -- References -- Chapter 13 Customer-Oriented Service Engineering As a Success Factor - Findings of Case Studies of Customer Integration in the Service Development Process -- 13.1. Introduction -- 13.2. Case Studies in the Field of Service Research -- 13.3. Development of a Maturity Model of Customer Orientation During the Service Development Process -- 13.4. Conclusions -- References -- Chapter 14 Service Innovation User Involvement and Intellectual Property Management -- 14.1. Introduction -- 14.2. Principles of Intellectual Property Rights -- 14.3. Instruments of Intellectual Property Management in Services -- 14.4. Intellectual Property Management and Co-Development of Services -- 14.5. Service Innovation User Involvement and Intellectual Property Management: Some Empirical Evidence -- 14.6. Conclusions -- References -- Chapter 15 Customer and Supplier Involvement in New Service Development -- 15.1. Introduction.

15.2. Composite Model of NSD -- 15.3. Conceptual Model of External Involvement in NSD -- 15.4. Results -- 15.5. Discussion -- 15.6. Conclusions -- References -- Biographies -- Index.