This book deals with how companies can involve customers or users in order to learn with them in the field of service-based business development. It presents a variety of customer-involvement approaches, methods for learning with customers, and the results of case studies conducted in both service and manufacturing companies focusing on value-creation through services. Based on research carried out by several research groups around the world, as well as on illustrative cases, the book creates new actionable knowledge regarding customer-involvement which will be useful for both practitioners and scholars. Benefits for readers include: an understanding of the business potential of learning with customers and other users; an overview of the fields of new service development and customer-involvement with regard to concepts, theoretical frameworks, and models, in addition to strategies and techniques for involving users in fruitful ways during the innovation process; an illustration of the cases based on the results of empirical studies; and managerial implications and guidelines regarding how to manage customer-involvement during the different phases of the new service and business development process.

Process of Customer Interaction in New Service Development (I Alam); The Role of the Customer in the Development Process (B Sanden et al.); Customers as Co-Innovators: An Initial Exploration of Its Strategic Importance (U Mannervik & R Ramirez); Customer-to-Customer Interaction in Service Development: A Many-to-Many Approach (E Gummesson); New Service Development: Learning from and with Customers (B Sanden et al.); Managing Ideas that are Unthinkable in Advance: A Matter of How and Where You Ask (P Kristensson); Learning from Experiments Involving Users in Service Innovation (P R Magnusson); Customer Involvement -- Lessons Learned: A Study of Three Customer Involvement Projects at Volvo Cars (F Dahlsten); Service Encounter Analysis Based on Customer Retrospection (P Echeverri); How to Better Learn from Users (H Bjorkman); Video-Based Methodology: Capturing Real-Time Perceptions of Customer Processes (P Echeverri); Customer-Oriented Service Engineering as a Success Factor -- Findings of Case Studies of Customer Integration in the Service Development Process (R Nagele); Service Innovation, User Involvement and Intellectual Property Management (C Hipp & C Herstatt); Customer and Supplier Involvement in New Service Development (F Hull et al.).