Co-creación con clientes para innovar en una pyme de servicios: perspectivas desde un enfoque de investigación-acción
Barra lateral del artículo
Contenido principal del artículo
Resumen
La innovación abierta propone el intercambio de información entre la empresa y su entorno externo para mejorar los resultados de su proceso de innovación. En este trabajo adoptamos el enfoque de la innovación abierta para mejorar los resultados de innovación de una empresa mediante la aplicación de prácticas de co-creación con los clientes. Para ello, nos basamos en design thinking, un marco de trabajo centrado en la relación con el usuario final, y adoptamos la investigación-acción como metodología de investigación. La investigación se lleva a cabo en una PYME de servicios, caracterizada por ser intensiva en conocimiento y ofrecer servicios innovadores y personalizados de alto valor añadido. Se identifican una serie de prácticas de co-creación, se examina su grado de adopción por parte de la empresa y se priorizan las que deben ser implementadas. Este trabajo es de interés para el ámbito académico porque cubre brechas de investigación relacionadas con la co-creación en el contexto de una PYME y el uso de la metodología de investigación-acción en la gestión de la innovación. Para los profesionales, por una parte ofrece conocimientos sobre un nuevo marco de innovación que incorpora prácticas de co-creación para mejorar sus resultados, y por otra presenta una
metodología que facilita la colaboración con investigadores en proyectos de innovación.
Detalles del artículo
La versión digital de la revista se encuentra registrada bajo la licencia Creative Commons BY-NC-ND 4.0. Por lo tanto, esta obra se puede reproducir, distribuir y comunicar públicamente sin propósitos comerciales, siempre que: 1. Se reconozca el nombre de los autores y la revista Tec Empresarial, y 2. No remezcle, transforme o haga una creación a partir del original.
Los autores conservan los derechos de autor y ceden a la revista el derecho de la primera publicación y de que pueda editarlo, reproducirlo, distribuirlo, exhibirlo y comunicarlo en el país y en el extranjero mediante medios impresos y electrónicos. Por otra parte, el autor declara asumir el compromiso sobre cualquier litigio o reclamación relacionada con derechos de propiedad intelectual, exonerando de responsabilidad a la Escuela de Administración de Empresas del Tecnológico de Costa Rica.
Citas
Alvesson, M., & Deetz, S. (2011). Doing critical management research, doing critical management research. SAGE Publications Ltd. https://doi.org/10.4135/9781849208918
Baskerville, R. (1997). Distinguishing action research from participative case studies. Journal of Systems and Information Technology, 1, 24-43. https://doi.org/10.1108/13287269780000733
Bharti, K., Agrawal, R. & Sharma, V. (2015). Value co-creation: Literature review and proposed conceptual framework. International Journal of Market Research, 57(4), 571-604. https://doi.org/10.2501/IJMR-2015-000
Brown, T. (2008). Design thinking. Harvard Business Review, 86(9), 62-72. https://europepmc.org/article/med/18605031
Brown, T. & Martin, R. (2016). Design for action. IEEE Engineering Management Review, 44(3), 58-63. https://doi.org/10.1109/EMR.2016.7559061
Buxton, B. (2007). Sketching user experiences: Getting the design right and the right design. Morgan Kaufmann.
Chesbrough, H.W. (2003). The era of open innovation. MIT Sloan Manag. Rev, 44, 35-41. https://www.researchgate.net/publication/279868179_The_Era_of_Open_Innovation
Chesbrough, H. & Schwartz, K. (2007). Innovating business models with co-development partnerships. Research Technology Management, 50(1), 55-59. https://doi.org/10.1080/08956308.2007.11657419
Chesbrough, H. (2014). Innovación abierta. Innovar con éxito en el siglo XXI, in: Reinventar la empresa en la Era Digital. BBVA. Madrid: Open Mind-BBVA.
Chiaroni, D., Chiesa, V. & Frattini, F. (2011). The open innovation journey: How firms dynamically implement the emerging innovation management paradigm. Technovation, 31(1):34-43. https://doi.org/10.1016/j.technovation.2009.08.007
Coghlan, D. (2019). Doin action research in your own organization. Sage.g
Coughlan, P. & Coghlan, D. (2002). Action research for operations management. Int. J. Oper. Prod. Manag, 22(2), 220-240. https://doi.org/10.1108/01443570210417515
Creswell, J.W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches, 4th ed. Sage Publications.
Dodgson, M., Gann, D. & Salter, A. (2006). The role of technology in the shift towards open innovation: the case of Procter & Gamble. R D Manag, 36, 333-346. https://doi.org/10.1111/j.1467-9310.2006.00429.x
Edwards, M., Logue, D. & Schweitzer, J. (2015). Towards and understanding of open innovation in services: Beyond the firm and towards relational co-creation. In: Agarwal, R., Selen, W., Roos, G., and Green, R. (eds), The Handbook of Service Innovation. Springer. pp. 75- 90. https://doi.org/10.1007/978-1-4471-6590-3_4.
Erro-Garcés, A., & Alfaro-Tanco, J. A. (2020). Action research as a meta-methodology in the management field. International Journal of Qualitative Methods, 19. https://doi.org/10.1177/1609406920917489
Elsbach, K.D. & Stigliani, I. (2018). Design thinking and organizational culture: A review and framework for future research. Journal of Management, 44(6), 2274-2306. https://doi.org/10.1177/0149206317744252
Frow, P., Nenonen, S., Payne, A. & Storbacka, K. (2015). Managing co-creation design: A strategic approach to innovation. British Journal of Management, 26(3), 463-483. https://doi.org/10.1111/1467-8551.12087
Galvagno, M. & Dalli, D. (2014). Theory of value co-creation: A systematic literature review. Managing Service Quality, 24(6), 643-683. https://doi.org/10.1108/MSQ-09-2013-0187
Guertler, M., Sick, N., & Kriz, A. (2019). A discipline-spanning overview of action research and its implications for technology and innovation management. Technology Innovation Management Review, 9(4), 48-65. https://doi.org/10.22215/timreview/1233
Guertler, M.R., Kriz, A., & Sick, N. (2020). Encouraging and enabling action research in innovation management. R&D Management, 50(3), 380-395. https://doi.org/10.1111/radm.12413
Hasso Plattner Institute. (2016). School of design thinking. http://hpi.de/en/school-of-design-thinking.html
Hidalgo, A., & Herrera, R. (2020). Innovation management and co-creation in KIBs: An approach to the ICT services sector. Technological Forecasting and Social Change, 161, 120278. https://doi.org/10.1016/j.techfore.2020.120278
Hurni, D., & Grösser, N. (2017). Innovation management with an emphasis on co-creation. In: Grösser, Stefan N., Reyes-Lecuona, A., Granholm, G. (eds), Dynamics of Long-Life Assets. Springer Open, pp. 45-68. https://library.oapen.org/bitstream/handle/20.500.12657/28106/1001888.pdf#page=64
Ind, N. & Coates, N. (2013). The meanings of co-creation. European Business Review, 25(1), 86-95. https://doi.org/10.1108/09555341311287754
Joyce, A. & Paquin, R. L. (2016). The triple layered business model canvas: A tool to design more sustainable business models. Journal of cleaner production , 135, 1474-1486. https://doi.org/10.1016/j.jclepro.2016.06.067
Lafuente, E., Vaillant, Y., & Rabetino, R. (2023). Digital disruption of optimal co-innovation configurations. Technovation, 125, 102772. https://doi.org/10.1016/j.technovation.2023.102772
Leclercq, T., Hammedi, W. & Poncin, I. (2016). Ten years of value co-creation: An integrative review. Recherche et Applications en Marketing (English Edition), 31(3), 26-60. https://doi.org/10.1177/2051570716650172
Lee, S.M., Olson, D.L. & Trimi, S. (2012). Co-innovation: convergenomics, collaboration, and co-creation for organizational values. Management Decision, 50(5), 817-831. https://doi.org/10.1108/00251741211227528
Lewin, K. (1946). Action research and minority problems. Journal of Social Issues, 2(4), 34-46. https://doi.org/10.1111/J.1540-4560.1946.TB02295.X
Liedtka, J. (2011). Learning to use design thinking tools for successful innovation. Strategy & Leadership, 39(5), 13-19. https://doi.org/10.1108/10878571111161480
Liedtka, J. (2014). Innovative ways companies are using design thinking. Strategy & Leadership, 42(2), 40-45. https://doi.org/10.1108/SL-01-2014-0004
Micheli, P., Wilner, S.J., Bhatti, S.H., Mura, M. & Beverland, M.B. (2019). Doing design thinking: Conceptual review, synthesis, and research agenda. Journal of Product innovation management, 36(2), 124-148. https://doi.org/10.1111/jpim.12466
Nyström, A.G., & Leminen, S. (2011). Living lab - A new form of business network. In 2011 17th International Conference of Concurrent Enterprising, IEEE.
Ollila, S. & Yström, A. (2020). Action research for innovation management; three benefits, three challenges, and three spaces. R&D Management, 50(3), 396-411. https://doi.org/10.1111/radm.12407
Osterwalder, A., Pigneur, Y., Clark, T. & van der Pijl, P. (2005). Business model generation. John Wiley and Sons.
Ottosson, S. (2003). Participation action research - A key to improved knowledge of management. Technovation, 23(2), 87-94. https://doi.org/10.1016/S0166-4972(01)00097-9
Piller, F., & West, J. (2014). Firms, users, and innovation: An interactive model of coupled open innovation, in: Chesbrough, H., Vanhaverbeke, W., West, J. (Eds.), New Frontiers in Open Innovation. Oxford University Press, pp. 29-49. https://doi.org/10.1093/acprof:oso/9780199682461.003.0002
Poveda Mora, J., & Leandro Elizondo, J. R. (2012). An associative entrepreneurship productive plan (Un plan de emprendimiento productivo). Tec Empresarial , 6(2), 9-15. https://doi.org/10.18845/te.v6i2.525
Prahalad, C. & Ramaswamy, V. (2004a). Co-Creating unique value with customers. Strategy & Leadership, 32(3), 4-9. https://doi.org/10.1108/10878570410699249
Prahalad, C. & Ramaswamy, V. (2004b). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. https://doi.org/10.1002/dir.20015
Ramaswamy, V. (2008). Co-creating value through customers’ experiences: The Nike case. Strategy & Leadership, 36(5), 9-14. https://doi.org/10.1108/10878570810902068
Ramaswamy, V. (2009). Leading the transformation to co-creation of value. Strategy & Leadership, 37(2), 32-37. https://doi.org/10.1108/10878570910941208
Ramaswamy, V. (2010). Competing through co-creation: Innovation at two companies. Strategy & Leadership, 38(2), 22-29. https://doi.org/10.1108/10878571011029028
Ranjan, K.R. & Read, S. (2021). An ecosystem perspective synthesis of co-creation research. Industrial Marketing Management, 99, 79-96. https://doi.org/10.1016/j.indmarman.2021.10.002
Rejas-Muslera, R., Urquiza, A. & Cepeda, I. (2012). Competency based model through it: An action research project. Systemic Practice and Action Research, 25(2), 117-135. http://doi.org/101007/s11213-011-9213-9
Ribes Giner, G., Perelló Marín, M. R., & Pantoja Díaz, O. (2017). Literature review of the key variables of the co-creation process in higher education institutions. Tec Empresarial , 11(3), 41-53. https://doi.org/10.18845/te.v11i3.3365
Romero, D. & Molina, A. (2011). Collaborative networked organisations and customer communities: value co-creation and co-innovation in the networking era. Production Planning & Control, 22 (5-6), 447-472. https://doi.org/10.1080/09537287.2010.536619
Saha, V. & Goyal, P. (2022). Value co-creation: a review of literature and future research agenda. Journal of Business & Industrial Marketing, 37(3), 612-628. https://doi.org/0.1108/JBIM-01-2020-0017
Stickdorn, M., Hormess, M.E., Lawrence, A. & Schneider, J. (2018). This is service design doing: applying service design thinking in the real world. O’Reilly Media, Inc.
Thomke, S. & Von Hippel, E. (2002). Customers as innovators: A new way to create value. Harvard Business Review 80(4), 74-81. https://hbr.org/2002/04/customers-as-innovators-a-new-way-to-create-value
Vanhaverbeke, W., Van de Vrande, V., & Cloodt, M. (2008). Connecting absorptive capacity and open innovation (February 7, 2008).
Von Hippel, E., Ogawa, S. & De Jong, J. (2011). The age of the consumer-innovator. MIT Sloan Management Review, 53(1), 27-35. https://www.researchgate.net/publication/265097170_The_Age_of_the_Consumer-Innovator
Voorberg, W. H., Bekkers, V. & Tummers, L. G. (2015). A systematic review of co-creation and co-production: Embarking on the social innovation journey. Public Management Review, 17(9), 1333-1357. https://doi.org/10.1080/14719037.2014.930505
Wylant, B. (2008). Design thinking and the experience of innovation. Design Issues, 24(2), 3-14. https://doi.org/10.1162/DESI.2008.24.2.3