Idea generation leveraged from value co-creation process enhances new service development performance

Seyedeh Khadijeh Taghizadeh, Syed Abidur Rahman, Malliga Marimuthu

    Research output: Contribution to journalArticle

    Abstract

    This study examines the relationship between value co-creation process, idea generation and new service development performance from the perspective of telecommunication companies. Two dimensions of idea generation tested in this framework are internal and external idea generation, and the probable relationship between these two dimensions is further investigated. The data were collected from 78 marketing managers and were statistically analyzed. The findings show that value co-creation crucially influences both external idea generation and internal idea generation, however, the new service development performance can be enhanced through internal idea generation. Nonetheless, the results show that the external idea generation is vital to influence internal idea generation. This study extends theoretical understanding of how to leverage the value co-creation process for idea generation happenings, while the practical contribution of the research is to realize that new service development performance demands internal idea generation, which is supported with external resources of idea generation.

    Original languageEnglish
    Pages (from-to)483-504
    Number of pages22
    JournalJournal of Strategic Marketing
    Volume27
    Issue number6
    Early online date29 Jan 2018
    DOIs
    Publication statusPublished - Jun 2019

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