Business Models Innovation through New Customer Roles: A Design-Driven Case Study
Business models as relational devices governing transactions with the customers and stakeholders identify new rules of customer engagement and their impact on business model innovations in design-intensive industries. These industries, framed as the locus of "cultural innovation", see the...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Niccolò Cusano University-Rome
2015-06-01
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| Series: | Symphonya |
| Subjects: | |
| Online Access: | https://symphonya.unicusano.it/article/view/11202 |
| Summary: | Business models as relational devices governing transactions with the customers and stakeholders identify new rules of customer engagement and their impact on business model innovations in design-intensive industries. These industries, framed as the locus of "cultural innovation", see the customer as a product 'sense giver'. In this setting, new customer roles are explored through a case study based on a fast-growing company operating in the furniture sector. The case study highlights three main customer roles that impact business models: (i) the customer as a market bridge; (ii) the customer context as a company "showroom,"; (iii) the customer as an external company design lab.
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| ISSN: | 1593-0300 1593-0319 |