Exploring Commercial, Social, and Digital Innovation from the Customer Perspective
out now
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out now 〰️
The aim of this book, published by the founders of the Norwegian Innovation Index, 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:
strategies for increasing market attractiveness through innovation,
commercial innovation,
social innovation,
digital innovation, and
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.
TABLE OF CONTENTS
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Although global CEOs prioritize innovation, their satisfaction with innovation efforts remains low. What can explain this paradox? This book addresses this issue by identifying a fundamental flaw in the traditional firm-centric approach to innovation, which emphasizes internal processes over customer perspectives. In this chapter, we introduce the main purpose of the book and provide a brief review of its parts.
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Chapter 2 | 24 pages
Building the Innovation Muscle for Customer Well-Being and Well-Becoming
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Chapter 3 | 7 pages
Customer-Centric Innovation as a Journey
Chapter 4 | 17 pages
Customer Perceptions of Firm Innovativeness
Chapter 5 | 19 pages
Differentiating and Competing through Innovation
Chapter 6 | 12 pages
The Role of Firm Innovation in the Workforce
Chapter 7 | 19 pages
Managing Innovation and Knowledge
Chapter 8 | 13 pages
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Chapter 9 | 7 pages
Social Innovation and Its Role within Business
Chapter 10 | 15 pages
The Role of Perceived Authenticity of Social Communications in Social Innovation Ratings
Chapter 11 | 18 pages
Social Innovation in the Financial Services Sector
Chapter 12 | 17 pages
Building a Corporate Culture Committed to Society: A Case Study
Chapter 13 | 11 pages
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Chapter 14 | 13 pages
Chapter 15 | 19 pages
Chapter 16 | 11 pages
Transforming the Digital Service Landscape
Chapter 17 | 16 pages
Leveraging Academic Research on Mixed Reality Applications for Value Creation
Chapter 18 | 13 pages
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Chapter 19 | 19 pages
Chapter 20 | 10 pages
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.
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Kurtmollaiev, S., Lervik-Olsen, L., & Andreassen, T.W. (Eds.). (2026). Exploring Commercial, Social, and Digital Innovation from the Customer Perspective (1st ed.). Routledge.