users roles for co-creation of innovation in living lab networks seppo leminen
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III ENoLL Living labs Summer School
Research Day
20th August 2012
Users roles for co-creation of
innovation in living lab networks
Seppo Leminen, D.Sc. (Econ), Adjunct Professor, Laurea University of
Applied Sciences, seppo.leminen@laurea.fi
Anna-Greta Nyström, D.Sc. (Econ), Åbo Akademi University, School of
Business and Economics
Mika Westerlund, D.Sc. (Econ), Assistant Professor, Carleton University,
Sprott School of Business, Canada
Research gaps
• Only few studies address co–production of services; instead focus is
usually on the co-creation of value. (Chen et al., 2011)
• Living Labs provide a promising research area for studying open
service innovation. (Pascu & van Lieshout, 2009)
• The roles of the actors in Living Labs networks deserve further
investigation. (Nyström & Leminen, 2011)
• Living Labs not researched from a network perspective and there is
lack of rich case descriptions of Living Labs (Leminen & Westerlund,
forthcoming)
Living Labs (1/2)
Experimentation environments, where stakeholders form public-
private-people partnerships (4Ps) to create, prototype, validate, and
test new products, services, and technologies in real-life contexts.
(Ballon et al., 2005)
Products, services, and technologies are developed and tested in
physical or virtual regions, where users are informants/co-
creators. (Kusiak, 2007)
Different from: (Ballon et al., 2005; Schaffers et al,. 2007)
• test beds for controlled testing in a laboratory environment.
• field trials for testing in a limited but still real-life environment.
• other forms of open innovation that have no concrete setting.
Living Labs (2/2) Participants’ roles: Living Lab is a real-life test and
experimentation environment, where users and producers co-
create innovations, and which connects them with utilizers and
enablers. (Leminen & Westerlund, 2008)
Global networks: many Living Labs join regional or global
networks of Living Labs: e.g., European Network of Living Labs.
(http://www.openlivinglabs.eu/)
Different types: i) narrow but sizable communities of expert
users; ii) whole bounded populations; iii) Living Labs for technical
service development; iv) Living Labs for non-technical research
using a service platform. (Stewart, 2007)
Customer participation (customer contribution to co-production)
and interaction (dialogue between customer and business) vital in
service innovations. (von Hippel, 1986)
• Today’s organizations need a constant flow of ideas while competing
through emergent technologies and fast NPD. (Kao, 1997)
• Integrating customers and users to learn from and with them in
the innovation process is a key success factor for firms in all
industries. (Edvarsson et al., 2010).
• Firms involve consumers in the co-production of brands,
experiences, design, marketing strategies, and even product or
service development. (Jeppesen & Molin, 2003; Zwick et al., 2008)
Users as innovators
Objectives of the study
• Describe Living Labs as open innovation networks
• Identify the distinct structures of Living Labs networks
• Analyze users’ roles in diverse Living Labs networks
Customer involvement: two
different approaches
7 (Leminen, Kortelainen & Fred, 2010)
Methodology
Primary data
• A multiple case study among the staffs of 26 Living
Labs in Finland, Sweden, Spain, and South Africa
during 2007-2011 (a total of 103 semi-structured
interviews).
Secondary data
• Web sites, bulletins, magazines, and case reports
• Data collection aimed at identifying and
categorizing roles in Living Labs networks
Activity based user roles
• Four principal activity based user roles in Living Labs
found:
• Informant
• Tester
• Contributor
• Co-creator
9
Living Labs: The network view
10
Enablers Innovation
development
Users
Providers
Utilizers
(Mod. Leminen & Westerlund, 2008)
A Living Lab network Network of Living Labs
Different types of Living Labs
• Utilizer-driven Living Labs
• Enabler-driven Living Labs
• Provider-driven Living Labs
• User/User community-driven Living Labs
11
User
Utilizer
Enabler
Developer
(Kortelainen, Leminen & Fred, 2011)
12
Utilizer driven
User driven
Provider driven
Enabler driven
Living Lab actors
Co-creator, Contributor
Co-creator, Contributor
Co-creator, Contributor, Informant, Tester
Co-creator, Contributor User
Contributor 6, Informant, Tester
Co-creator, Informant
Co-creator 18, Contributor 15,16,18,19, Informant 15,16,17,18,19, Tester 15,17,18,
Contributor, Informant
User
Informant Contributor 4, Tester 2,4
Contributor, Tester
Contributor 11,12,13 Informant 13,14, Tester 11,12,14
Informant Tester
User
User’s roles in Living Labs networks
Activity
based
roles
Business networks: structure
• Business network can be classified according to the
firm’s position in the network and the
configuration of the network (Doz, 2001).
• The company may act as the engine, or hub, in the
focal business network, or it is one of the many
actors having a minor role as a partner with whom
the hub company cooperates.
• Networks centralized, decentralized, or distributed.
Barbasi (2002, ref. Möller and Svahn, 2003)
13
Roles in networks
• Heikkinen et al. (2007)
• Webber, instigator, gatekeeper, advocate,
producer, planner, entrant, auxiliary
• Facilitator, compromiser, aspirant, accessory
provider
14
15
Utilizer driven
User driven
Provider driven
Enabler driven
Living Lab actors
Orchestrator, Facilitator
HUB
Co-creator, Contributor
Co-creator, Contributor
Co-creator, Contributor, Informant, Tester
Co-creator, Contributor User
Webber, Builder, Facilitator
HUB
Contributor 6, Informant, Tester
Coordinator (focal net), Co-creator, Informant
Co-creator 18, Contributor 15,16,18,19, Informant 15,16,17,18,19, Tester 15,17,18,
Coordinator (focal net), Contributor, Informant
User
Facilitator, Integrator
HUB
Informant Contributor 4, Tester 2,4
Contributor, Tester
Contributor 11,12,13 Informant 13,14, Tester 11,12,14
Informant Tester
User
Centralized
structure
Distributed
structure
Distributed
Multiplex
structure
User’s roles in diverse Living Labs networks
Position (structure)
based roles
New position (structure) based
roles for user found
• Builder
• Facilitator
• Orchestrator
• Integrator
• Coordinator (focal net)
16
17
Utilizer driven
User driven
Provider driven
Enabler driven
Living Lab actors
Orchestrator, Facilitator
HUB
Co-creator, Contributor
Co-creator, Contributor
Co-creator, Contributor, Informant, Tester
Co-creator, Contributor User
Webber, Builder, Facilitator
HUB
Contributor 6, Informant, Tester
Coordinator (focal net), Co-creator, Informant
Co-creator 18, Contributor 15,16,18,19, Informant 15,16,17,18,19, Tester 15,17,18,
Coordinator (focal net), Contributor, Informant
User
Facilitator, Integrator
HUB
Informant Contributor 4, Tester 2,4
Contributor, Tester
Contributor 11,12,13 Informant 13,14, Tester 11,12,14
Informant Tester
User
Centralized
structure
Distributed
structure
Distributed
Multiplex
structure
User’s roles in diverse Living Labs networks
Activity
based
roles Position
based roles
Main conclusions
We suggest that either
actors actively shape the environment they act in
or
they are restricted by predetermined social structures (e.g. business networks)
18
Main arguments
• Innovation is the outcome of cooperation between actors in business networks
• Roles and positions of users are tools to manage the network
Found users roles
in Living Lab network
Position (structure)
based roles for users
• Builder
• Facilitator
• Orchestrator
• Integrator
• Coordinator
• Webber
Activity based user roles
• Informant
• Tester
• Contributor
• Co-creator
20
… and the journey continues
continues.
21
...Looking for partners
• Scale-up LL (Scale-up innovation mechanisms in Living
Labs) project focuses on the role of users and consumers
in up‐scaling innovations from local and regional Living
Labs experiments to global practices.
• Please contact to: Dr. Seppo Leminen
22
22.8.2012
23
Are you
innovating
together with
your customers?
Perspectives on
Living Labs
(in Finnish)
Thank you!
mika.westerlund@carleton.ca seppo.leminen@laurea.fi
Questions?
anna-greta.nystrom@abo.fi
Comments?
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