Autori
Pironti, Marco
Cautela, Cabirio
Christodoulou, Joannis

Titolo
Business models innovation through new customer roles: a design-driven case study
Periodico
Symphonya
Anno: 2015 - Fascicolo: 2 - Pagina iniziale: 25 - Pagina finale: 41

Business models as relational devices governing transactions with the customers and stakeholders identify new rules of customer engagement and their impact on business model innovations in design-intensive industries. These industries, framed as the locus of "cultural innovation", see the customer as a product 'sense giver'. In this setting, new customer roles are explored through a case study based on a fast-growing company operating in the furniture sector. The case study highlights three main customer roles that impact business models: (i) the customer as a market bridge; (ii) the customer context as a company "showroom,"; (iii) the customer as an external company design lab.



SICI: 1593-0300(2015)2<25:BMITNC>2.0.ZU;2-6
Testo completo: http://symphonya.unimib.it/article/download/2015.2.03pironti.cautela.christodoulou/10742

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