Experience-based learning and cycle time reduction for incremental and new-to-the-firm product development projects

P Cankurtaran, SA Rijsdijk, F Langerak

    Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientific

    Abstract

    Subverting scripts can be critical to successful service innovation. However, deviating from
    firmly embedded scripts can be risky, because doing so can confuse and frustrate customers.
    Through an ethnographic study of a specialist coffee shop, we investigate customers’
    responses to the introduction of a script that countervailed dominant category norms.
    Drawing upon the constitutive elements of design thinking, we find that three practices—
    destabilization, control, and adaptation—led to the successful subversion and replacement of
    the dominant scripts. While this initially disoriented customers, the three identified practices enabled adoption by supporting customers’ transition to the new script. This study is novel in examining the practices and processes necessary for effective script subversion, and reveals the importance of thorough understanding of both the dominant script and customers’ experience of it. Moreover, it provides evidence of design thinking’s role in prompting and enacting service innovation.
    Original languageEnglish
    Title of host publicationProceedings of the 22nd innovation and product development management conference
    Editors s.n.
    Place of Publications.l.
    Publishers.n.
    Number of pages26
    Publication statusPublished - 2015
    EventThe 22nd innovation and product development management conference, Copenhagen, Denmark - s.l.
    Duration: 14 Jun 201516 Jun 2015

    Publication series

    NameIPDMC papers
    Publishers.n.
    ISSN (Electronic)1998-7374

    Conference

    ConferenceThe 22nd innovation and product development management conference, Copenhagen, Denmark
    Period14/06/1516/06/15

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  • Cite this

    Cankurtaran, P., Rijsdijk, SA., & Langerak, F. (2015). Experience-based learning and cycle time reduction for incremental and new-to-the-firm product development projects. In s.n. (Ed.), Proceedings of the 22nd innovation and product development management conference (IPDMC papers). s.n..