Tiziana Russo Spena

Co‐creating value innovation through resource integration

Purpose – The purpose of this paper is to analyse innovation in the light of service‐dominant (S‐D) logic and service science as a value‐creating process occurring through a many‐to‐many network resource integration.Design/methodology/approach – The paper utilises S‐D logic and network theory to present case study research of a highly innovative Italian firm. The study investigates three innovation projects and the processes of interaction and integration that take place among the members of the networks involved in each project.Findings – The traditional understanding of innovation, in which the supplier is the innovator and the customer is the recipient of (or perhaps the stimulus for) innovation, is replaced by an understanding of innovation based on S‐D logic in which customers and other stakeholders become real co‐innovators who exchange and integrate resources to co‐create value.Research limitations/implications – Future studies could examine the antecedents and implications of the interaction and i...

Store experience and co‐creation: the case of temporary shop

Purpose – The purpose of this paper is to focus on Temporary Shops, a recent communication and distribution innovation used by firms in order to improve interaction with customers and to reinforce brand loyalty and equity. The main aim of the study is to frame the Temporary Shops phenomenon in Italy and to analyze its value co‐creation potential.Design/methodology/approach – The DART model proposed by Prahalad and Ramaswamy has been chosen as the theoretical framework for understanding the Temporary Shops phenomenon. The authors investigate the process of value co‐creation inside the Temporary Shops through its four key building blocks, namely, dialogue, access, risk/benefits and transparency. Through a multiple‐case study, the authors study in‐depth evidence from five leading firms that represent the main Temporary Shops in Italy over the last two years.Findings – Temporary Shops provide a locus of value co‐creation in which the interactive and experiential relationship between the firm and the customer ...

CSR, innovation strategy and supply chain management: toward an integrated perspective

Corporate social responsibility (CSR) has become a dominant theme in business and literature. Many studies speak about corporate social innovation and considered companies facing with additional goals that are innovation and CSR. The research aim of this work starts to look at the relationship among CSR and innovation as a value-creating process which occur in a networks and relational context. Based on this we want to obtain insights about the role of network and the way in which stakeholders can be involved in corporate responsible innovation of products and processes.

A COGNITIVE-RELATIONAL VIEW OF INNOVATION IN THE AGRI-FOOD INDUSTRY: THE FRESH-CUT BUSINESS

The aim of our study is to analyse competitive dynamics in an emerging sector of the wider agri-food industry, namely the fresh-cut business (fruit and vegetable products that are minimally processed and ready to eat). Our work is based on case study research. We propose an interpretive model that we term the cognitive-relational framework. Our framework explains the development dynamics of the emergent fresh -cut business and outlines structural links among resources, relationships, and innovation processes, which are basic and critical elements for the continued growth of the traditional agri-food industry.Our proposed cognitive-relational approach allowed us to understand how the studied firms radically transformed the ways they manage their business and develop new products. Using this approach, we now understand why these firms have become market leaders in this innovative sector of the food industry.

Storytelling e web communication

Il lavoro approfondisce l’utilizzo dello storytelling quale strumento di comunicazione del brand nella nuova dimensione interattiva e collaborativa del web. Lo studio ha riguardato l’analisi di tre casi empirici attraverso i quali sono state indagate le dinamiche del processo di comunicazione nei contesti digitali di interazione sociale. I risultati evidenziano che lo sviluppo di campagne di storytelling veicolate attraverso le piattaforme delle virtual brand communities beneficia dell’interattivita e della dimensione pluralistica della relazione con il cliente, elementi che, investendo tutte le componenti chiave della narrazione - temi, attori, strumenti, risorse - ne potenziano l’efficacia per il coinvolgimento, l’intrattenimento e la partecipazione del cliente.

Tempo e spazio per la value co-creation: il temporary shop

Il lavoro analizza il fenomeno del Temporary Shop, nuova formula di comunicazione fortemente connessa all’innovazione distributiva, che trova il suo fondamento nella customer experience. L’obiettivo dell’articolo e indagare il fenomeno Temporary shop in Italia e comprendere il suo impatto sui processi di co-creazione del valore. Attraverso il Dart Model proposto da Prahalad e Ramaswamy (2004b) sono stati studiati in profondita 5 casi aziendali selezionati tra le principali esperienze di temporary shop attivate in Italia negli ultimi tre anni. Lo studio condotto ha consentito di definire i Temporary Shop come autentica piattaforma relazionale presso la quale si attivano processi di value co-creation.

Multiple Context of Innovation: Insights from Literature

The aim of this paper is to investigate the most relevant conceptualizations of innovation taken into account by scholars, and the linkages among them. Over time, the increasing interest in this area has involved a great variety of actors and contexts in establishing the definition of different innovation labels; we chose to focus the analysis on “system innovation”, “network innovation” and “ecosystem innovation”. In order to observe the most relevant elements of each research stream and common aspects, a two-step analysis of literature contributions has been performed through a bibliometric analysis comparing the evidence emerging from one survey of keywords provided by authors and a second of keywords provided by editors. Through this kind of investigation the editors’ keywords emerged as more objective, but nevertheless, by considering some of the different evidences obtained from the keywords provided by authors, the two-step analysis is useful to provide more complete results.

Cultural Issues and Supply Chain Sustainability of Multinational Companies

This chapter aims at further exploring the role of cultural factors in the sustainability management of MNCs’ supply chain. In more depth, the study seeks to identify to what extent the dimensions of culture can significantly lead MNCs to adopt a more sustainable approach for their supply chains. A content analysis of CSR reports of companies operating in the automotive industry has been conducted. The analysis sheds light on MNCs’ sustainability practices and the interaction with suppliers while providing an insight into sociocultural issues considered as being central in managing supply chain sustainability. The results of our study confirm the marginal role of cultural variables in this respect, although a change in MNCs’ patterns can be noted.

What about the Internet of Everything? An exploratory study in E-health

Recently, the possibility of connecting smart devices has grown, leading to the ‘Internet of Things’ (IoT); that is, the networked connections between objects that can exchange data. As the number of connected humans and non-humans grows, the IoT is evolving into the ‘Internet of Everything’ (IoE), connecting processes, people, and data. Studies on the IoE are in their infancy, and the societal impacts of such applications are still rarely recognized. This paper aims to understand the role of the IoE in service provision in the healthcare business. By carrying out an exploratory investigation on innovative wearable devices in health, the authors address the effects of ubiquitous technologies in terms of actors’ engagement and service innovation as the key novelties arising from IoE in healthcare.

Knowledge Practices for an Emerging Innovation Ecosystem

Knowledge and learning mechanisms are investigated in a multiple and inter-related context depicted by the definition of an innovation ecosystem [Lusch and Nambisan (2015)]; by questioning knowledge, the paper opens up practice-based learning studies [Gherardi (2000)]. Action research offered the opportunity to focus on knowledge and learning mechanisms in an emerging innovation ecosystem linked to a project supported by the Italian Ministry of Research. The paper identifies three different knowledge practices — connecting knowledge dots, integrating knowledge, and authoring and disseminating knowledge — to describe learning and knowledge mechanisms in a networking innovation context, leading to an innovation ecosystem.