Anamika Escorts Service Darbhanga ❣️ 7014168258 ❣️ High Cost Unlimited Hard ...
Inuse seminar, Oct 17 2013, Holopainen
1. Narrative approach to innovation
INUSE seminar
October 17, 2013
Open Innovation House, Aalto University
Mari Holopainen
Aalto University School of Science
mari.holopainen@aalto.fi
15.11.2012
2. INNOPEX – Service innovation from the
provider perspective and as a customer
experience
•
Realized in 2010-2012 in
• Innovation traditionally
collaboration with Aalto
defined as a process or an
University, Hanken School of
output from the provider
Economics and University of
perspective.
Helsinki.
• An integrative approach to
• Staff: Dr. Minna Autio, Dr. Anu
Helkkula, PhD candidate Mari
service innovation research.
Holopainen, PhD candidate
• Exploration of employees’
Kaisa Huttunen
and customers’ experiences
• Master’s thesis by Pirkka
and narratives of new
Kaijanen
services.
3. The scope
• Research questions
– How do customers’ experiences of a new service differ from the
’official’ view of a company and from employees’ experiences?
– What are the benefits/challenges of the new service
exprerienced by customers and employees?
• Methods
– 65 employee and customer interviews
– Thematic interviews and combining narratives with critical
events and metaphors to analyze service experiences (Helkkula
and Pihlström, 2010).
4. Data
• The new services we explored
– Electronic billing for small-sized enterprises
– Internet-based shopping service for metals and construction
materials
– Trade union services
– Interior decorating electronic service
– Online application and decision concerning indemnities
5. Theoretical lenses
•
Phenomenology: experiences as individually subjective and socially intersubjective (e.g. Husserl 1960).
•
S-D logic: value is experiential and co-created within social networks
(Vargo and Lusch 2008).
•
Narrative: essential in perceiving the world and bringing different layers of
meaning into dialogue (e.g. Abbot 2008: 3; Czarniawska 1998).
•
Cultural marketing and consumer research (e.g. Moisander & Valtonen
2006)
–
Marketers are regarded as designers of consumer tastes, wants and needs
–
Consumers as active players that shape and negotiate the meanings of products, services
and brands
–
Culture always shapes peoples’ habitus or strategies for action and understanding (Bourdieu
1984[1977])
6. From disinterest to glorification – corporate,
employee, and customer narratives on a new
insurance e-service
July 5, 2013, EGOS Montréal
Sub-theme 35: Organizations and their Consumers: Bridging
Production and Consumption
Mari Holopainen
Aalto University School of Science
mari.holopainen@aalto.fi, @mariholopainen
15.11.2012
7. Holopainen (2013): ‘From disinterest to glorification –
corporate, employee, and customer narratives on a
new insurance e-service’
EGOS 2013, Montréal
• Innovation is often understood in one specific way from
a particular storyteller’s perspective.
• An insurance e-services innovation as presented by the
official corporate voice, employees and customers.
• Interviews and the ‘official’ corporate narrative publicly
presented in the texts of the company’s annual report
and websites.
• Identification of dominant narratives.