Tor W. Andreassen – författare

The traditional narrative of innovation often centers around the firm, overlooking the role of the customer as the ultimate judge and beneficiary of innovations. This book challenges the firm’s right to define innovation, advocating instead for a customer-centric approach.The ultimate aim of this book is to help innovate both for and with the most critical stakeholder—the customer. To achieve this aim, the book explores various aspects of the customer perspective on innovation through five parts: 1) strategies for increasing market attractiveness through innovation, 2) commercial innovation, 3) social innovation, 4) digital innovation, and 5) innovation outcomes and prospects. Drawing on recent research from national innovation indexes in Norway, Finland, Sweden, Denmark, Spain, Belgium, and the USA, the book presents ideas and examples that explain how adopting the customer perspective on innovation can help transform challenges into opportunities and achieve higher returns.By exploring customer-oriented strategies and discussing the implications of commercial, social, and digital innovations, the book provides a detailed guide for leaders, innovators, entrepreneurs, and students to navigate the complexities of modern business environments. It will be a valuable resource for scholars of innovation management, strategic management, and marketing.

The traditional narrative of innovation often centers around the firm, overlooking the role of the customer as the ultimate judge and beneficiary of innovations. This book challenges the firm's right to define innovation, advocating instead for a customer-centric approach.The ultimate aim of this book is to help innovate both for and with the most critical stakeholder-the customer. To achieve this aim, the book explores various aspects of the customer perspective on innovation through five parts: 1) strategies for increasing market attractiveness through innovation, 2) commercial innovation, 3) social innovation, 4) digital innovation, and 5) innovation outcomes and prospects. Drawing on recent research from national innovation indexes in Norway, Finland, Sweden, Denmark, Spain, Belgium, and the USA, the book presents ideas and examples that explain how adopting the customer perspective on innovation can help transform challenges into opportunities and achieve higher returns.By exploring customer-oriented strategies and discussing the implications of commercial, social, and digital innovations, the book provides a detailed guide for leaders, innovators, entrepreneurs, and students to navigate the complexities of modern business environments. It will be a valuable resource for scholars of innovation management, strategic management, and marketing.

The traditional narrative of innovation often centers around the firm, overlooking the role of the customer as the ultimate judge and beneficiary of innovations. This book challenges the firm's right to define innovation, advocating instead for a customer-centric approach.The ultimate aim of this book is to help innovate both for and with the most critical stakeholder-the customer. To achieve this aim, the book explores various aspects of the customer perspective on innovation through five parts: 1) strategies for increasing market attractiveness through innovation, 2) commercial innovation, 3) social innovation, 4) digital innovation, and 5) innovation outcomes and prospects. Drawing on recent research from national innovation indexes in Norway, Finland, Sweden, Denmark, Spain, Belgium, and the USA, the book presents ideas and examples that explain how adopting the customer perspective on innovation can help transform challenges into opportunities and achieve higher returns.By exploring customer-oriented strategies and discussing the implications of commercial, social, and digital innovations, the book provides a detailed guide for leaders, innovators, entrepreneurs, and students to navigate the complexities of modern business environments. It will be a valuable resource for scholars of innovation management, strategic management, and marketing.

Innovation is a high-risk endeavor and success is dependent upon a firm's understanding of customer needs. A company's initial resistance to adopting innovation is mitigated with a solid foundation of customer trust in the firm. This book uniquely combines the work of scholars and practitioners to examine how trust and customer-centricity impacts every phase of the innovation journey. Adopting a multidisciplinary approach, the contributions in this collection consider different aspects of innovating for trust. Beginning with the notion of trust itself, authors examine the importance of trust in futures thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies. The book also contains a valuable collection of case studies based upon innovation with major service providers, which supports the final emphasis on the importance of trust in commercializing innovations. Practical and engaging, Innovating for Trust will appeal to enlightened business managers aiming to build and maintain customer trust, as well as students and researchers of innovation, trust and strategy.Contributors include: T.W. Andreassen, K. Bentsen, J. Blomkvist, D. Chasanidou, S. Clatworthy, M. Filho, A. Fjuk, A. Følstad, J. Gloppen, D. Grönquist, R. Halvorsrud, W. Haukedal, T. Hillestad, M.T. Hossain, S. Jørgensen, A. Karahasanovic, T. Kobbeltvedt, P. Kristensson, S. Kurtmollaiev, K. Kvale, L. Lervik-Olsen, M. Lüders, H. Nysveen, P.E. Pedersen, T. Saebi, S.E.R. Skard, B.A. Solem, C. Tepfers, H. Thorbjørnsen, L.J. Tynes Pedersen, B. Yttri