Anna-Greta Nyström

On becoming creative consumers – user roles in living labs networks

Innovation is no longer solely undertaken by R&D organisations or academic institutions. Users are increasingly participating in all stages of innovation processes. Their role for innovation is especially important in living labs networks, whose idea builds on the co-creation of value with consumers and users. This study explores the conditions under which users co-create innovation in networks characterised by open innovation. In particular, we analyse user roles in 26 living labs in Finland, South Africa, Spain and Sweden. The paper proposes a typology of four user roles in living labs networks: informant, tester, contributor and co-creator. The results suggest that these different user roles form a figurative path towards the creative consumer that proactively co-creates value with companies.

Conceptualizing mechanisms influencing strategizing in business networks

Purpose The purpose of this paper is to study how insights from socio-cognitivism (sensemaking and interaction) in conjunction with institutional theory enhance our knowledge of strategizing in business networks through role and position. Design/methodology/approach This paper is conceptual and reviews extant literature from the fields under scrutiny, presenting and analyzing new combined approaches. Findings Current writings concerning strategizing in networks need to be supplemented in the area of strategic business network research. Interaction, sensemaking and institutionalization, as well as the network in which a firm is embedded, are important for strategically developing network positions and the roles of actors. Research limitations/implications This conceptual paper suggests mechanisms affecting role and position in networks and calls for empirical research to deepen the understanding of the change forces at play in embedded relational situations for firms. Originality value This study adds to current conceptual knowledge of strategizing in business networks. It presents a comprehensive perspective in viewing how key forces impact on the strategic position and role of corporate actors (both managers and firms) in networks.

The effect of network structure on radical innovation in living labs

Purpose This study aims to focus on living labs as a means of achieving radical innovation by discussing the differences in their network structure and its effect on the type of innovation outcome. Design/methodology/approach This research analyses 24 living labs in four countries using qualitative methods. Findings A specific network structure referred to as a distributed multiplex supports radical innovation in living labs, while distributed and centralized network structures support incremental innovations. Also, the results suggest that radical innovation depends on the driving actor and objectives in a living lab. Research limitations/implications A bias on the perceived novelty of innovation may exist when analyzing data collected through interviews with a limited number of living lab participants compared to a large number of informants. This study proposes a two-dimensional framework based on the network structure to investigate innovation in living labs. Practical implications This paper offers a classification tool to identify, categorize and make sense of organizations’ participation in open innovation networks and in living labs. Originality/value The study provides evidence that, although the distributed multiplex network structure supports the emergence of radical innovations, the distributed and centralized network structures support incremental innovation. A combination of a provider- or utilizer-driven living lab and a distributed multiplex network structure, with a clearly defined and future-oriented strategic objective, offers good potential for radical innovation to occur.

Summary: Branding in the B2B Context and Future Challenges

This final chapter of the book provides an up-to-date overview of research on B2B branding. The chapter discusses the current academic endeavors and propositions from researchers in the field, while focusing on the discipline of B2B marketing. It furthermore elaborates on the importance of brands and branding for decision-making processes by discussing the role of B2B buyers and sellers. Additionally, branding as part of marketing has been reviewed from its historical background and the first attempts to develop its conceptual background. The chapter then focuses on business buyers and their main characteristics with regard to brand relevance. Finally, the key challenges of developing a strong B2B brand are presented and discussed, after which future research avenues and upcoming trends within the B2B branding context are considered. Digitalization and the digital context are identified as important areas to know in the future, as they are increasingly becoming important stages for marketing activities within the B2B domain. The digital context is a specific platform to explore further. In addition, the intangible aspects of B2B branding that are still unknown to many managers and academics, such as emotions in situations of interaction and sales are explored. From a thematic point of view, sustainability issues will become increasingly important to handle in organizations, which will put pressure on B2B marketers, as sustainability can be communicated through the corporate brand and related branding efforts.

Introduction: An Overview of the Current State of B2B Branding Research

Abstract In markets that are increasingly competitive, building strong business-to-business (B2B) brands is a key success factor. With this in mind, the first chapter of the book presents the current research on B2B branding and discusses the main topics of the book by presenting internal branding, external branding, and the contemporary perspectives on B2B branding. After a review of these topics, the chapter analyses each of the following chapters by presenting their short introductions.