Creating New Customer Value Using a Co-innovation Perspective. A case study of ABB

Abstract: Studies has shown that organizations that are networked and interdependent are able to collaborate and co-create value. The main purpose of this case study of ABB is to examine the innovation process and how to involve customers. Theoretical results show that the development of innovation models has resulted in a complex value chain. Therefore, new tools and processes are necessary to take advantage of potential new values and experience for the stakeholders in the innovation value chain. The co-innovation platform is a process to create more value for these stakeholders where new ideas can come from various internal and external sources. It is built on three major pillars i.e. convergence, collaboration and co-creation. The empirical findings show that ABB have some tools and processes to enhance idea generation but missing guidance to collaborate with these stakeholders. The improvements appear to be about optimizing the innovation model, alignment problems and how to collaborate internally and externally. The final recommendation to ABB is to ensure horizontal alignment and how to co-create value with stakeholders.