Research Annouk Lievens

Abstract

Innovation research provides evidence that marketing communications play a crucial role in new product adoption by consumers. Nevertheless, examinations of what constitutes effective marketing communications for innovations, especially in a co-creation context, remain scant. The extant literature provides insufficient insights in how organizations communicate about co-creation today and how this contributes to the adoption of new products and services. Therefore, understanding how to advertise and promote (co-created) innovations in a way that reduces consumer resistance and enhances the appreciation of novel benefits is crucial. Additionally, the multiple stakeholder setting poses unique challenges for firms to involve stakeholders within their own communications mix. Therefore, our research aims to gain a better understanding of the communication elements or formats that improve the adoption of co-created innovations, the processes through which they do so, and the conditions under which effects may be stronger or weaker. We start by developing a social network study ( a 2 by 2 research design with service vs product by radical vs incremental innovations) in which the stakeholders´ position in the network of 4 co-creation projects will be analyzed and linked to specific communication outcomes. The following two studies comprise an experimental research that will empirically validate the hypothesized relationships between communication about co-created innovations and consumer adoption. In a final study, we validate our findings through an ex-post survey. As such, this PhD research aims to contribute to both innovation and communication management literature, and is one of the first to bridge both research domains.

Researcher(s)

• Promoter: Lievens Annouk
• Co-promoter: Dens Nathalie
• Fellow: Martens Jana

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

In the medical device industry, innovation takes place within a network of stakeholders such as pharmaceutical companies and suppliers that co-create value for everyone involved. This poses unique challenges as companies need to learn how to collaborate and understand how their position within the network influences innovation outcomes. Theoretically, we analyze this from 3 perspectives: marketing, innovation and healthcare. We start by developing a theoretical framework that links organizational antecedents and different types of innovation outcomes, but also addresses the moderating role of a company's network position within the value network. In terms of research design, we aim to operationalize this by case studies, social network analysis and a large scale survey. In line with the 3 theoretical perspectives we aim to contribute to the field of marketing, innovation and healthcare. As for marketing, we aim to see what type of value is created for the stakeholders involved. From an innovation perspective, we look at what organizational forms fosters success and how this is affected by the network position. Finally, we contribute to healthcare by examining what the effective value networks are for innovation in this domain.

Researcher(s)

• Promoter: Lievens Annouk
• Fellow: Reypens Charlotte

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

In the medical device industry, innovation takes place in a network of stakeholders such as pharmaceutical companies and suppliers that co-create value for everyone involved. This poses unique challenges as companies need to learn how to collaborate and understand how their position in the network influences innovation outcomes (e.g. product quality, time-tomarket, learning effects, …). Therefore, the goal of this study is to identify how and why stakeholders participate in a network to co-create value for themselves and others.

Researcher(s)

• Promoter: Lievens Annouk
• Fellow: Reypens Charlotte

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The general research objective is to identify critical firm capabilities for customer co-creation and assess their impact on firms' innovation success and competitive advantage. Viewing the customer as an active, empowered and interconnected resource for a firm's innovation process, the research probes into firms' capabilities to manage digital customer environments for knowledge creation and to internalize this knowledge.

Researcher(s)

• Promoter: Lievens Annouk
• Co-promoter: Mahr Dominik
• Fellow: Kazadi Kande

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Recent developments in ICT foster health care customers to take an active role in their disease management by connecting to peers in online communities, thereby creating cognitive (i.e. cure) and affective (i.e. care) knowledge. Since previous research indicates the vital impact of online support on general well-being, a scale needs to be developed to quantify this support related knowledge creation. Despite the major research opportunities provided by the innovative online context, researches face many challenges in terms of data gathering, storage and analysis. It has been recognized that marketing researchers use an explanatory approach to address these issues while text miners apply a predictive approach, indicating that more exploration is needed to confront these methods. Therefore, in this research, two approaches will be used to develop a social support scale for online communication; a marketing and a text mining approach.

Researcher(s)

• Promoter: Lievens Annouk

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

In our current information society, customers are more connected and informed than ever before and are no longer passive recipients of products and services. Instead, customers are empowered to participate in the value creation process through customer co-creation. Despite several calls from researchers and institutes, research concerning the nature and integration mechanisms of customer involvement remains scant. This research addresses this gap by investigating the structure of online social networks, thereby focusing on the knowledge co-creation by customers and its impact on word-of-mouth and usage intention of products and services.

Researcher(s)

• Promoter: Lievens Annouk
• Fellow: Van Oerle Sarah

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

On the basis of already existing cross-border eGovernment pilot services and other EU initiatives (WP1), this study will explore and substantiate the existing and future needs (including socioeconomic, environmental, legal and even sector specific needs) and demand for cross-border eGovernment services (WP2). It will carry out an in-depth quantitative and qualitative costbenefit analysis to demonstrate how cross-border eGovernment services can make mobility in the EU less burdensome, provide added value to citizens and businesses and why deployment of new cross-border public services is needed (WP3). The study will identify and assess the organisational, legal, technical and semantic barriers that hinder the deployment of cross-border eGovernment services in the EU and consider their solutions (WP4). As a conclusion, the study will identify and propose options for the development of cross-border public services with the highest potential impact (WP5).

Researcher(s)

• Promoter: Lievens Annouk

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

The general research objective is to identify critical firm capabilities for customer co-creation and assess their impact on firms' innovation success and competitive advantage. Viewing the customer as an active, empowered and interconnected resource for a firm's innovation process, the research probes into firms' capabilities to manage digital customer environments for knowledge creation and to internalize this knowledge.

Researcher(s)

• Promoter: Lievens Annouk
• Fellow: Kazadi Kande

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Recent developments in information and communication technology and the increasing digital nature of our society have led to new opportunities in customer integration during the innovation process. Innovation is knowledge creation. In this study we therefore investigate how customer involvement can contribute to knowledge creation and examine the impact of this customer co-created knowledge on the innovation performance of high tech services.

Researcher(s)

• Promoter: Lievens Annouk

Research team(s)

• Marketing

Project type(s)

• Research Project

Abstract

Recent developments in information and communication technology (ICT) as well as the increasing digital nature of our society have led to new opportunities in customer integration during the innovation process. Innovation is a knowledge-based activity. In this study we therefore investigate how customer involvement can contribute to knowledge creation and examine the impact of this customer co-created knowledge on the innovation performance of high tech services.

Researcher(s)

• Promoter: Lievens Annouk

Research team(s)

• Marketing

Project type(s)

• Research Project