A neural network approach for the evaluation of the innovation outcomes of value co-creation practices in technology-driven firms

Giacomo di Tollo, Stoyan Tanev

Research output: Contribution to conference without publisher/journalPaperResearchpeer-review

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Abstract

Value co-creation is an emerging marketing and innovation paradigm describing a broader opening of the firm to its customers by providing them with the opportunity to become active participants in the design and development of personalized products, services and experiences. The aim of the present contribution is to provide preliminary results from a research project focusing on the relationship between value co-creation and the perception of innovation in technology-driven firms. The data was collected in a previous study using web search techniques and factor analysis to identify the key co-creation components and the frequency of firms’ online comments about their
new products, processes and services. The present work focuses on using an Artificial Neural Network (ANN) approach to understand if the extent of value co-creation activities can be thought of as an indicator of the perception of innovation. The preliminary simulation results indicate the existence of such relationship. The ANN approach does not suggest a specific model but the
relationship that was found out between the forecasted values of the perception of innovation and its actual values clearly points in this direction.
Original languageEnglish
Publication date2010
Number of pages10
Publication statusPublished - 2010

Fingerprint

Co-creation of value
Evaluation
Neural networks
Innovation
Value co-creation
Artificial neural network
New products
Design and development
Relationship value
Marketing
Factor analysis
Paradigm
Web search
Co-creation
Simulation

Bibliographical note

ISBN 978-952-15-2530-8

Keywords

  • value co-creation
  • artificial neural network approach
  • innovation capacity

Cite this

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A neural network approach for the evaluation of the innovation outcomes of value co-creation practices in technology-driven firms. / di Tollo, Giacomo; Tanev, Stoyan.

2010.

Research output: Contribution to conference without publisher/journalPaperResearchpeer-review

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