Lars Witell

TL;DR: In this article, the authors explore innovations in customer experience at the intersection of the digital, physical and social realms, and identify eight "dualities" or specific challenges connected with integrating digital and physical realms that challenge organizations to create superior customer experiences.

TL;DR: In this article, the authors examine the relationship among the complexity of customer needs, customer centricity, innovativeness, service differentiation, and business performance within the context of companies.

TL;DR: In this article, the differences between proactive and reactive market research techniques during the development of new market offerings were analyzed, and significant differences were found, in terms of both content and originality, between the technique based on customer co-creation and the two traditional market research methods.

TL;DR: Customer co-creation is becoming increasingly popular among companies, and intensive communication with customers is generally seen as a determinant of the success of a new service or proscribed product.

TL;DR: A new trend seems to be emerging for multinational manufacturing companies to make a strategic reorientation into becoming service providers as discussed by the authors, which can be seen as a continuation of the trend of outsourcing.