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Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This article investigates the evolution of a customer involvement concept and how Web 3.0 technology can contribute to it. We intend to answer the questions how do manufacturing companies involve customers into innovation processes, how they can benefit from Web 3.0 technology and we also rather general look upon adoption process of new tools. Information was obtained through executing intervention experiments in three manufacturing companies in the bathroom industry operating at the web 3.0 platform. The main part of the experiment includes ‘educational session’ by which we intend to create awareness about new Web 3.0 technology and observe changing perception of managers towards its possible use. We found out, first, that manufacturing companies mainly get ideas for new products from information deriving from their retailers, market surveys and fairs participation. Second, that Web 3.0 technology might be a complementary and alternative solution to traditional marketing research tools. Further, we drew conclusions and implications for both manufacturing companies and Web 3.0 technology providers. It was concluded that besides advantages of Web 3.0 technology over other customer involvement tools, Web 3.0 provides constant interaction between company and customers which is a valuable source for innovative ideas, thus, creating innovation in general. However, currently the process of new technology adoption is rather slow which is determined by a number of barriers discussed in the research.

Place, publisher, year, edition, pages
2012. , 53 p.
Halmstad University Dissertations
Keyword [en]
Customer involvement, interaction, web 3.0, technology adoption
National Category
Business Administration
URN: urn:nbn:se:hh:diva-19895OAI: diva2:563611
Social and Behavioural Science, Law
Available from: 2012-10-31 Created: 2012-10-30 Last updated: 2012-10-31Bibliographically approved

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Wind of change: A new way of customer involvement(1604 kB)440 downloads
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