Interactive Value Creation

Content

This course will introduce you into the concept of a strategy of interactive value creation (IVC) by companies through interaction and integration of external actors, especially users (customers).
IVC is an umbrella term addressing recent concepts liked common-based peer production (Benkler), Wikinomics (Tapscott), Crowdsourcing (Howe, Lakhani), User Innovation (von Hippel), Open Innovation (Chesbrough), and Mass Customization (Pine, Piller), but also agile supply chains and new forms of distributed problem solving in the innovation process.
The course aims at building a theoretical framework and at enabling participants to critically differentiate IVC from other concepts of organizing division of labour, inter-organizational supply chains, and knowledge transfer. In order to achieve this, the potentials and limitations for empirical cases, based upon the current scientific debate and research, will be discussed.

Objectives

Participants shall get to know the basic activities and processes needed in order to establish a system of customer-centric value creation. They shall acquire specific skills and knowledge to evaluate the different approaches for their usefulness in particular markets and business fields. Further, participants should be able differentiate various approaches and methods how principles of IVC are applied in the practice of an organization. In order to achieve the goals of this course, participants must master the following key concepts: The concept of interactive value creation 1. Principles and concepts for explaining labour division in economic activities (e.g. “sticky information”, “commons-based-peer production”) 2. Benefits of interactive value creation from a multi-dimensional stakeholder perspective 3. Organizational aspects for implementing an interactive value creation

Prerequisites

Solid command of English and willingness to prepare each class session in advance. Note: This is an advanced class! You should have at least one basic class in innovation management.

Further Information

Further information on this course and the application procedure can be obtained on CAMPUS.